Paddy Power Advertisement Ban For Gambling Taking Priority

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15 June 2022
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An advert for wagering company Paddy Power has actually been banned for motivating recurring gambling, by revealing it taking priority over family.


The advert includes a lady asking her sweetheart "Do you believe I'll wind up looking like my mum?".


He, sidetracked by a betting app, responds "I hope so".


The business stated it accepted the decision from the marketing regulator and would consider the assistance it had actually been offered.


Shown in March 2022 across TV and online, the advertisement showed the guy sitting in a living space beside his sweetheart, whilst using his phone to play one of the company's betting video games.


His sweetheart's mom brings the couple a beverage, after which his sweetheart poses the question to which the male responds without believing, while continuing to look at his phone. Following his sweetheart's incredulous stare, the male returns, ashamed, to playing the wagering video game.


The advert's storyteller then specifies: "So no matter how severely you stuff it up, you'll always get another chance with Paddy Power games".


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The ad got three problems from viewers, all of which were supported. One plaintiff said the ad revealed the man was so preoccupied with it had actually led him to make an "inappropriate remark".


The UK's marketing watchdog, the Advertising Standards Authority (ASA) stated the advertisement "motivated repetitive gaming" due to the fact that it "portrayed betting as taking concern in life, over household".


A Paddy Power spokesperson informed the BBC the company was "devoted to accountable practice and it is always our intent to abide by the Advertising Codes. We accept the decision of the ASA and will consider its broader guidance moving forwards".


The complainants to the ASA thought that the guy was depicted as letting gambling take priority over his domesticity and was "socially careless".


Paddy Power defended itself to the ASA, arguing that the ad implied a "commitment to family life", since it represented the scene of a conventional family setting, with the man joining his girlfriend's parents for Sunday lunch, and was intended to be "light-hearted".


The ASA told Paddy Power that its adverts could not represent betting as "taking concern in life, or represent, condone or motivate betting behaviour that was socially irresponsible", and that the adverts might no longer be displayed in their current form.


Clearcast, the business accountable for clearing adverts before broadcast in the UK, said that it accepted the ASA ruling, and will take the assistance in to factor to consider when clearing future gaming ads.


The ruling follows a wider project by the ASA to secure down on socially careless advertising and apply harder guidelines for gambling advertising in particular.