Paddy Power Advertisement Ban For Gambling Taking Priority

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15 June 2022
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An advert for betting company Paddy Power has been prohibited for motivating repetitive gaming, by revealing it taking priority over family.


The advert includes a female asking her sweetheart "Do you believe I'll end up appearing like my mum?".


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


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


Displayed in March 2022 across TV and online, the advertisement showed the man being in a living-room next to his girlfriend, whilst utilizing his phone to play one of the company's betting video games.


His girlfriend's mom brings the couple a drink, after which his girlfriend postures the question to which the male reacts without believing, while continuing to stare at his phone. Following his girlfriend's incredulous gaze, the man returns, ashamed, to playing the betting game.


The advert's narrator then mentions: "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 grievances from audiences, all of which were supported. One complainant stated the ad revealed the male was so preoccupied with gambling it had actually led him to make an "unsuitable remark".


The UK's advertising guard dog, the Advertising Standards Authority (ASA) said the advertisement "encouraged recurring betting" due to the fact that it "portrayed betting as taking concern in life, over family".


A Paddy Power spokesperson informed the BBC the company was "devoted to accountable practice and it is always our intention to adhere to the Advertising Codes. We accept the choice of the ASA and will consider its more comprehensive guidance moving forwards".


The plaintiffs to the ASA thought that the male was depicted as letting gambling take concern over his family life and was "socially careless".


Paddy Power protected itself to the ASA, arguing that the advertisement suggested a "commitment to domesticity", considering that it depicted the scene of a traditional household setting, with the guy joining his girlfriend's parents for Sunday lunch, and was intended to be "light-hearted".


The ASA informed Paddy Power that its adverts could not portray betting as "taking top priority in life, or depict, condone or motivate betting behaviour that was socially reckless", and that the adverts could no longer be displayed in their existing kind.


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


The judgment follows a broader campaign by the ASA to clamp down on advertising and use harder rules for gambling marketing in particular.