Ladbrokes, 888, Sky Vegas and Casumo sanctioned for affiliate ad
ASA raps four operators for the same “socially irresponsible” advert
The Advertising Standards Authority (ASA) has held four operators accountable for a socially irresponsible advert posted by an affiliate.
The ad, which promoted Ladbrokes, 888, Sky Vegas and Casumo on four separate affiliate sites between March and June 2017, suggested that an individual’s depression and debt could be remedied by casino games.
The ad claimed a fictional individual, William, was £130,000 in debt after having to sell his house and pay for his wife’s cancer-related medical treatment, but could solve his financial problems through casino gambling.
The ASA ruled the ad must not appear again in its current form and warned operators to take care that future affiliate adverts were prepared in a socially responsible way.
The CAP code states that adverts must not suggest gambling can provide an escape from personal problems or be a solution to financial concerns.
888, the casino operator which recently received a record fine for the gambling industry, terminated its agreement with the affiliate as a result, as did Sky Vegas.
Ladbrokes said the ad was posted by an affiliate and had been removed, but it was unable to determine the affiliate responsible following an internal investigation.
The firm announced recently that it was to take a closer oversight of its affiliates and further warned all of its affiliated partners of their conduct in respect of these types of ads.
Sky Vegas said the ad was created by an affiliate and was not commissioned, approved, sanctioned or discussed and so they were unable to comment on the content of the ad.
Sky Betting and Gaming is closing its UK-facing affiliate programme due to growing regulatory concerns surrounding affiliates and this latest ruling is likely to have reinforced that decision.
Malta-based casino operator Casumo said the ad was created by a media buyer and was removed but requested the media buyer forward all their future content to Casumo for approval.
The incident will strengthen the case for the regulation of affiliates following increased scrutiny of the sector.