Ladbrokes Iron Man 3 ad Banned over 'Kid Appeal' > 자유게시판 개인전용 문제은행

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Ladbrokes Iron Man 3 advertisement banned over 'child appeal'

24 August 2016

An advert for bookie Ladbrokes featuring Marvel superhero Iron Man has been banned over worries it would attract kids.

The e-mail, which an image from the movie Iron Man 3, breached guidelines which say betting advertisements need to not be most likely to interest children, the Advertising Standards Authority stated.

Ladbrokes stated all its marketing e-mails were sent out to registered customers or those understood to be over 18.

Most Iron Man fans are adults, it stated.

The bookmaker argued this promotion code was supported by information on attendance at Comic Con fan occasions and Facebook demographics for the Marvel brand name.

It also argued its advert was "adult-themed" and reflected pop culture.

However, the Advertising Standards Authority (ASA) promoted the grievance against the 4 May e-mail, saying that gambling advertisements must not be most likely to be of specific attract children, particularly by reflecting or being connected with youth culture.

the yohaig code ASA stated it understood that the e-mail was only sent to individuals aged 18 and over, but nonetheless, the constraints still applied.

It stated that as all Facebook users should declare themselves to be at least 13 years old, younger kids were therefore omitted from the sample utilized by Ladbrokes to support its position.

The ASA stated: "We considered those more youthful kids were likely to be the primary audience for Iron Man action figures and associated merchandise, which we understood were extensively offered at toy retailers.

"We comprehended that Iron Man was a popular character that would appeal to many adults but considered its comic book nature, and the availability of various related toys, implied it was most likely to have particular appeal to kids and young people.

"We for that reason concluded that the advertisement breached the promotional code yohaig."

A Ladbrokes spokesman said: "We are aware of the ASA ruling and are now considering our options, consisting of the possibility of asking for an independent review which is part of the ASA appeals procedure."

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ASA - Advertising Standards Authority