Coral sanctioned over Cheltenham TV ad as ASA clears Ladbrokes
Advertising regulator censures GVC-owned brand for ‘free bet if your horse fails to finish’ promotion
The Advertising Standards Authority (ASA) has banned a tweet from Coral’s Cheltenham advertising campaign over claims it encouraged irresponsible gambling.
The ad was published on Twitter in March during Cheltenham Festival, featuring the text: “We’re as passionate about the bet as you are. So, get your stake back as a free bet if your horse fails to finish. #CoralRacing 18+, T&C’s Apply”.
For the passion of the bet – Coral
We’re as passionate about the bet as you are. So, get your stake back as a free bet if your horse fails to finish on all races at #Cheltenham. Available online and in shop with Connect.
#CoralRacing 18+, T&C's Apply. pic.twitter.com/AKm58MSAMP— Coral (@Coral) March 10, 2020
Coral unveiled the new series of cinematic TV ads under new creative agency Bartle Bogle Hegarty (BBH) in the build-up to the premier racing event as part of its ongoing brand-led marketing initiative.
A complainant challenged whether the advert encouraged repeated gambling and was irresponsible in nature, as losing wagers would be rewarded with a free bet.
Coral defended the tweet in response, insisting the ad did not encourage repeated or socially irresponsible gambling, in that punters were not obliged to take up the free bet ‘Fail to Finish’ promotion.
The GVC-owned operator said this was a recognised industry mechanic that was not designed to encourage repetitive play and would not apply undue pressure on consumers to gamble repeatedly. It also reiterated the presence of ‘When the Fun Stops, Stop’ branding to encourage responsible gambling.
However, the ASA argued the video creative gave the impression the central character’s mood was “instantly lifted” by receiving a free bet, and that this might encourage consumers to engage with the offer repeatedly and irresponsibly.
Using this rationale, the ASA has concluded the tweet breached ASA guidelines and ruled that it must not appear again in its existing form.
In a second case, five complainants unsuccessfully challenged whether a TV ad for sister brand Ladbrokes breached responsible gambling guidelines by portraying gambling as taking priority in life.
The complainants believed the ad showed people who were addicted to gambling taking part in scenarios that mimicked gambling as part of their everyday lives.
In response, Ladbrokes claimed the ad was intended to demonstrate the excitement of gaming in a metaphorical way and featured people in everyday situations designed to represent player behaviour in a fun parody of everyday life.
The operator further argued that gambling had not taken priority in the lives of the people represented and they were not addicted to gambling.
Based on its own assessment, the ASA concluded the ad did not portray, condone or encourage gambling behaviour that was socially irresponsible, or portray gambling as indispensable or as taking priority in life, and therefore dismissed the complaints.