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Ladbrokes Iron Man 3 ad banned over 'child appeal'

24 August 2016

An advert for bookie Ladbrokes including Marvel superhero Iron Man has actually been banned over worries it would attract children.

the yohaig code e-mail, which featured an image from the movie Iron Man 3, breached guidelines which say betting advertisements should not be likely to appeal to kids, the Advertising Standards Authority said.

Ladbrokes stated all its advertising emails were sent to registered consumers or those known to be over 18.

Most Iron Man fans are adults, it said.

The bookie argued this promotion code was supported by information on presence at Comic Con fan events and Facebook demographics for the Marvel brand name.

It likewise argued its advert was "adult-themed" and reflected popular culture.

However, the Advertising Standards (ASA) promoted the complaint versus the 4 May e-mail, stating that betting advertisements should not be most likely to be of particular attract children, particularly by showing or being associated with youth culture.

The ASA stated it comprehended that the email was just sent out to individuals aged 18 and over, however nevertheless, the constraints still applied.

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

The ASA said: "We considered those younger kids were most likely to be the main audience for Iron Man action figures and related product, which we comprehended were commonly available at toy retailers.

"We comprehended that Iron Man was a popular character that would interest many grownups however considered its comics nature, and the schedule of different related toys, meant it was likely to have particular appeal to kids and youths.

"We for that reason concluded that the ad breached the bet9ja promotion code yohaig."

A Ladbrokes representative said: "We understand the ASA judgment and are now considering our options, consisting of the possibility of asking for an independent evaluation which becomes part of the ASA appeals procedure."

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ASA - Advertising Standards Authority