Betfair Exchange advert receives ASA backing
Advertising watchdog dismisses "exploitative" complaint over television ad for Betfair Exchange
The Advertising Standards Authority (ASA) has dismissed a complaint made against Betfair over one of its TV adverts for the Betfair Exchange.
The advert, which first appeared on 11 November, featured a voice-over which stated: “My gut says that horse is something special and my smarts say to back it on the Betfair Exchange where I get bigger returns than if I bet with one of these other bookies. That’s why I go to Betfair. Betfair, where gut instinct meets smarts.”
A complainant challenged whether the advert was irresponsible because it “exploited the susceptibilities of young men” by focusing on the excitement of betting as it was being experienced by a so-called “aspirational” figure.
Responding to the complaint, Betfair dismissed this assertion, saying the character was not an aspirational figure and had no obvious signs of wealth.
Betfair said the advert did not exploit the “susceptibilities, aspirations, credulity, inexperience or lack of knowledge” of under 18s.
The ASA accepted the advert conveyed the impression the character was different to the average person due to his confident and assertive demeanour and betting style, but said his decision to place a bet via the Betfair Exchange, was depicted responsibly and not in breach of any advertising standards.