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Ladbrokes Iron Man 3 ad prohibited over 'child appeal'

24 August 2016

An advert for bookie Ladbrokes featuring Marvel superhero Iron Man has been prohibited over worries it would interest kids.

The email, which featured an image from the movie Iron Man 3, breached guidelines which say gambling advertisements should not be most likely to appeal to children, the Advertising Standards Authority said.

Ladbrokes said all its advertising emails were sent out to signed up customers or those known to be over 18.

Most Iron Man fans are adults, it said.

the yohaig code bookie argued this was supported by data on at Comic Con fan events and Facebook demographics for the Marvel brand name.

It also argued its advert was "adult-themed" and reflected pop culture.

However, the Advertising Standards Authority (ASA) upheld the complaint versus the 4 May email, stating that gambling ads must not be likely to be of particular appeal to children, specifically by reflecting or being connected with youth culture.

The ASA said it understood that the e-mail was only sent to people aged 18 and over, however nevertheless, the restrictions still used.

It stated that as all Facebook users must state themselves to be at least 13 years of ages, more youthful kids were therefore excluded from the sample utilized by Ladbrokes to support its stance.

The ASA said: "We thought about those younger kids were likely to be the primary audience for Iron Man action figures and associated merchandise, which we comprehended were widely offered at toy sellers.

"We comprehended that Iron Man was a popular character that would appeal to lots of adults but considered its comic book nature, and the schedule of different related toys, suggested it was most likely to have particular interest kids and young people.

"We therefore concluded that the ad breached the special code yohaig."

A Ladbrokes spokesman said: "We understand the yohaig code ASA judgment and are now considering our choices, consisting of the possibility of requesting an independent evaluation which belongs to the ASA appeals procedure."

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ASA - Advertising Standards Authority