Ladbrokes Iron Man 3 Advertisement Banned Over Kid Appeal
Ladbrokes Iron Man 3 ad prohibited over 'child appeal'
24 August 2016
An advert for bookie Ladbrokes including Marvel superhero Iron Man has actually been banned over fears it would attract kids.
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The e-mail, which featured an image from the film Iron Man 3, breached guidelines which state gambling advertisements must not be most likely to attract children, the Advertising Standards Authority said.
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Ladbrokes stated all its promotional code yohaig emails were sent out to registered customers or those known to be over 18.
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Most Iron Man fans are adults, it stated.
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The bookmaker argued this promotion code was supported by data on presence at Comic Con fan events and Facebook demographics for the Marvel brand.
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It likewise argued its advert was "adult-themed" and showed popular culture.
However, the Advertising Standards Authority (ASA) promoted the grievance against the 4 May e-mail, stating that betting ads must not be most likely to be of kids, especially by reflecting or being connected with youth culture.
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The ASA said it understood that the e-mail was only sent to individuals aged 18 and over, but however, the restrictions still used.
It stated that as all Facebook users should state themselves to be at least 13 years old, younger children were therefore omitted from the sample utilized by Ladbrokes to support its position.
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The ASA stated: "We considered those more youthful children were likely to be the main audience for Iron Man action figures and associated merchandise, which we comprehended were extensively available at toy retailers.
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"We comprehended that Iron Man was a popular character that would attract lots of adults however considered its comics nature, and the accessibility of various related toys, meant it was most likely to have specific interest children and youths.
"We therefore concluded that the advertisement breached the special code yohaig."
A Ladbrokes spokesman stated: "We are aware of the yohaig code ASA judgment and are now considering our alternatives, consisting of the possibility of asking for an independent evaluation which becomes part of the ASA appeals process."
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ASA - Advertising Standards Authority
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