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Ladbrokes Iron Man 3 advertisement banned over 'kid appeal'

24 August 2016

An advert for bookmaker Ladbrokes including Marvel superhero Iron Man has actually been prohibited over fears it would attract kids.

The e-mail, which featured an image from the movie Iron Man 3, breached rules which say betting ads should not be most likely to interest kids, the Advertising Standards Authority stated.

Ladbrokes stated all its marketing emails were sent out to registered customers or those understood to be over 18.

Most Iron Man fans are grownups, it said.

The bookie argued this promotion code was supported by data on attendance at Comic Con fan occasions and Facebook demographics for the Marvel brand.

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

However, the yohaig code Advertising Standards Authority (ASA) upheld the against the 4 May email, stating that betting advertisements must not be most likely to be of specific appeal to children, particularly by reflecting or being connected with youth culture.

The ASA said it comprehended that the email was only sent to people aged 18 and over, but nevertheless, the yohaig code restrictions still used.

It said that as all Facebook users must declare themselves to be at least 13 years old, younger kids were for that reason excluded from the sample used by Ladbrokes to support its position.

The ASA said: "We considered those younger kids were likely to be the yohaig code main audience for Iron Man action figures and associated merchandise, which we comprehended were widely offered at toy retailers.

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

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

A Ladbrokes spokesman said: "We are mindful of the ASA ruling and are now considering our choices, including the possibility of requesting an independent review which becomes part of the ASA appeals process."

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ASA - Advertising Standards Authority