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Bulletin: 18/2
Batch: 247
Reference: 29842
Product: Leisure - Betting
Advertiser: Boyle Sports
Agency:
Medium: Social Media (Facebook)
ASAI Code 7th Edition: 2.4(c), 3.3, 10.16, 10.17(a), 10.17(b), 10.17(g)
A Facebook post, featuring an image of a well-known TV presenter dressed as the wooden soldier doll from the Nutcracker story and surrounded by three children, contained the following message:
“Boylesports
One more sleep until the Late Late Toy Show! We’ve seen support for a Nutcracker jumper while (name) is 6/4 to make a child cry!All specials below.
Support for (name) to Don Nutcracker
Jumper on Late Late Toy Show / Boyle…
Betting.boylesports.com.”The complainant said that he was concerned the advertisement was affording those who saw the advertisement the opportunity to place a bet on the actions of a child.
The advertisers said that having reviewed the complaint they carried out a number of actions. Following an extensive internal review of their promotions and images, they felt they had comprehensive controls in place around their promotions and advertising to ensure the ASAI’s standards were adhered to. They said they had provided further training to the team involved in this marketing communication to ensure they were aware of the relevant codes and standards, and for the need for heightened vigilance surrounding the advertising of gambling products.
The advertisers said they removed the social media post in question and confirmed that the blog linked to this post had not been widely viewed. They said they will continue to be proactive in ensuring compliance to the ASAI Code.
Complaint Upheld.
The Complaints Committee considered the detail of the complaint and the advertisers’ response. They expressed their concern at the theme of the advertising, i.e. the Nutcracker story, alongside the presence of three children in an advertisement for a gambling product. The Committee noted that the Toy Show was a favourite with many children on an annual basis and taking this fact into account, alongside the theme and imagery used in the advertisement, considered the advertising to be in breach of Sections 3.3, 10.16 and 10.17(a) (b) and (g) of the Code.
ACTION REQUIRED:
As the post had been removed no further action was required in this case. The Complaints Committee reminded advertisers of the need for caution when featuring children in advertising for gambling services.