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Ladbrokes Iron Man 3 ad Banned over ‘Child Appeal’

Ladbrokes Iron Man 3 advertisement banned over ‘kid appeal’

24 August 2016

An advert for bookie Ladbrokes including Marvel superhero Iron Man has been prohibited over fears it would attract kids.

the yohaig code email, which included an image from the movie Iron Man 3, breached guidelines which state gambling advertisements must not be most likely to interest children, the Advertising Standards Authority stated.

Ladbrokes stated all its promotional code yohaig e-mails were sent to signed up clients or those known to be over 18.

Most Iron Man fans are grownups, it stated.

The this promotion code was supported by information on presence at Comic Con fan events and Facebook demographics for the Marvel brand.

It also argued its advert was “adult-themed” and showed popular culture.

However, the Advertising Standards Authority (ASA) upheld the complaint versus the 4 May email, saying that betting ads need to not be most likely to be of particular appeal to children, especially by reflecting or being related to youth culture.

The ASA stated it comprehended that the e-mail was just sent out to people aged 18 and over, however however, the limitations still applied.

It stated that as all Facebook users should state themselves to be a minimum of 13 years old, younger children were therefore omitted from the sample used by Ladbrokes to support its stance.

The ASA stated: “We thought about those more youthful kids were likely to be the primary audience for Iron Man action figures and associated product, which we comprehended were extensively offered at toy sellers.

“We comprehended that Iron Man was a popular character that would interest lots of adults but considered its comics nature, and the schedule of various associated toys, indicated it was likely to have particular appeal to children and youths.

“We for that reason concluded that the yohaig code advertisement breached the yohaig promotion code.”

A Ladbrokes representative stated: “We are conscious of the ASA judgment and are now considering our options, including the possibility of asking for an independent review which is part of the ASA appeals process.”

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ASA – Advertising Standards Authority