Despite recently airing a TV ad promoting responsible gambling Ladbrokes has become the object of intense criticism to its latest outdoor advertising campaign.
At least 67 Britons have complained to the Advertising Standards Authority that Ladbrokes’ latest outdoor advertising campaign glamorizes gambling and links it to social and sexual success, targeting young males in particular.
UK gambling laws were revised in 2006 to give casinos and bookmakers more freedom to advertise. Ladbrokes and its competitors have increased the volume of advertisements but also spent money on responsible gambling public service announcements.
Criticism comes after responsible gambling TV spot
Last week the High Street bookie aired what it claims to be Britain’s first-ever TV ad dedicated exclusively to responsible gambling. A company spokesman downplayed the criticism:
The tone of the advertising is in marked contrast to other aggressive campaigns in the market place… Moreover, the fact that the campaign includes the first ever TV ad that is dedicated to a responsible gambling message appears to have been ignored. We trust the ASA will dismiss the complaints in due course.
While betting shops and online sportsbooks in Britain enjoy immense popularity they have come under increased fire from concerned citizens groups over the past two years. A spate of new local and national regulations have been imposed on the industry in 2014.