Paddy Power Rhodri Giggs ad banned by ASA
Popular TV campaign censured by ad regulator for “glamourising” gambling
A TV advert for Paddy Power Betfair featuring Rhodri Giggs, the brother of Welsh manager Ryan Giggs, has been ordered to be removed by the Advertising Standards Authority (ASA) following complaints it glamourised gambling.
The advert for Paddy Power Rewards, first seen in February 2019, shows Giggs speaking to the camera and features Giggs making statements about loyalty.
Shown in a pub, Giggs then says “Problem is, loyalty gets you nowhere. Live for rewards instead. That’s why I’m Paddy’s Rewards Club Ambassador.” It then shows Giggs driving off in a sports car saying “Thanks Paddy” as he pats the car’s bodywork.
It concludes with on-screen text which states “Qualify for weekly free bets for online sports, online games and in our shops with Paddy’s Rewards Club. Full T&Cs at [website address]”. Five complaints were received, with complainants challenging whether the ad was “irresponsible by glamourising gambling and suggesting it was a way of achieving a good standard of living”.
When challenged over the advert, Paddy Power said it was intended to convey loyalty and it gave a clear explanation that Giggs had been appointed as its brand ambassador, implying he had received the car because of this role. PPB also highlighted the bumper sticker on the back of the car, which clearly read “Ambassador Car” which the operator believed did not imply it had been paid for by gambling.
Considering these issues, the ASA acknowledged that Giggs had been made brand ambassador and that the ad conveyed sentiments that he had moved past his loyalty and was now reaping the rewards.
However, it asserted the implication that viewers should follow his example, joining Paddy Power’s rewards club to “achieve financial security and improved self-image” through gambling. As such, the ASA have said the advert was irresponsible and have ordered it not to be shown again.