A complaint filed against the gaming and gambling company Betfred to the Advertising Standards Authority (ASA) has been rejected. The complaint was filed by an individual, against a Betfred ad that showed people playing online Bingo while doing casual everyday life activities.
The complaint claimed that the Ad was violating the standards as it promoted the gambling activity. In the said Betfred ad a woman could be seen playing bingo while in the bath; a man could be seen playing bingo on his mobile while cooking; and another woman playing the same game while working out. All the characters were shown playing the same game on their mobile devices.
The complainant questioned whether the Ad did not make an effort to make gambling seem a regular day-to-day activity. The complaint questioned the ad on the premises that it was deliberately socially irresponsible to air such an advertisement.
Betfred contested the complaint and said that the ad could not be socially irresponsible as it did not purposely show gambling as a regular daily activity.
The company said that the act of playing bingo was one among the many different activities shown in the Ad. Also, the ad showed the characters playing Bingo in their spare time and did not emphasize that one should instead gamble in their leisure.
In its assessment report, the Advertising Standards Authority (ASA) rejected the complaint and said: “the ad focused on how people could gamble using Betfred bingo while also undertaking tasks or leisure activities around the house. The characters taking a bath and exercising were shown playing bingo in conjunction with doing those tasks, rather than instead of them. Gambling was therefore not portrayed as taking priority over those tasks or as indispensable. We concluded that the ad did not portray, condone or encourage gambling behavior that was socially irresponsible, or portray gambling as indispensable or as taking priority in life.”