The Advertising Standards Authority (ASA) has overturned its decision to ban a gambling advert by SkyBet. Earlier the ASA had banned the gambling operator’s Ad featuring Jeff Stelling. The ASA had cited that the gambling advert was irresponsible.
Following the ban, SkyBet approached and appealed to an independent reviewerSir Hayden Phillips who opined that the ban could be reversed. Though the reviewer’s opinion is non-binding, the ASA overturned its previous decision.
The ASA had banned the advert as it found that the advert was irresponsible and promoting gambling. It said that the advert made to appear that those who have good knowledge of the sport could be successful in gaming.
An ASA spokesman said that the council “was persuaded by the arguments put forward.”
Earlier banning the gambling advert, the ASA said: “We considered that the ad gave an erroneous perception of the extent of a gambler’s control over betting success by placing undue emphasis on the role of sports knowledge.”
The advertising watchdog’s new ruling reads: “The ad focused on the features of the particular betting service being promoted and we did not consider that it irresponsibly exaggerated the role which sports knowledge played in achieving betting success. The phrase “in sport anything does happen” explicitly recognized the uncertain nature of sporting outcomes. We, therefore, concluded that the ad was not socially irresponsible and did not breach the Code.”