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

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Ladbrokes Iron Man 3 ad prohibited over 'child appeal'

24 August 2016

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

The email, which featured an image from the film Iron Man 3, breached guidelines which state gambling ads should not be likely to appeal to children, the Advertising Standards Authority said.

Ladbrokes said all its advertising e-mails were sent to signed up consumers or those known to be over 18.

Most Iron Man fans are adults, it stated.

The bookmaker argued this promotion code was supported by data on participation at Comic Con fan events and Facebook demographics for the Marvel brand.

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

However, the Advertising Standards (ASA) promoted the complaint against the 4 May email, saying that betting advertisements need to not be most likely to be of particular appeal to kids, specifically by reflecting or being connected with youth culture.

The ASA said it understood that the e-mail was just sent to people aged 18 and over, but nonetheless, the constraints still used.

It stated that as all Facebook users should declare themselves to be a minimum of 13 years old, more youthful kids were for that reason excluded from the sample used by Ladbrokes to support its position.

The ASA said: "We considered those younger children were likely to be the primary audience for Iron Man action figures and related product, which we understood were commonly readily available at toy retailers.

"We understood that Iron Man was a popular character that would interest lots of adults but considered its comic book nature, and the availability of different associated toys, implied it was likely to have particular attract children and young individuals.

"We therefore concluded that the advertisement breached the yohaig code bet9ja promotion code yohaig."

A Ladbrokes spokesman stated: "We know the ASA judgment and are now considering our choices, including the yohaig code possibility of asking for an independent evaluation which becomes part of the ASA appeals process."

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ASA - Advertising Standards Authority