In a move to curb “socially irresponsible” advertisements, the Advertising Standards Authority (ASA), UK’s regulator of advertising slammed a total ban on a gambling advertisement that showed Sky Sports presenter, Jeff Stelling. The ASA said that it had received several complaints regarding the gambling advertisement from across the country.
The banned Ad explicitly encouraged wagering on football game events like red cards, corners, goals, and a free kick. The advertisement featured Sky Bet’s sports presenter Stelling as urging viewers to “spark your sports brain” and ask “how big is your sports noggin”?
In a statement issued by the ASA, it said, that the fact someone who is a well-known figure and holds and authority in presenting sports to the public at large is presented in the ad, while strong graphics are used to connect between sports knowledge and successful betting, called for ban – and it is very much socially irresponsible.
“The ad gave an erroneous perception of the extent of a gambler’s control over betting success. This gave consumers an unrealistic and exaggerated perception of the level of control they would have over the outcome of a bet, and that could lead to irresponsible gambling behavior”, the statement read.
“The ad gave an erroneous perception of the extent of a gambler’s control over betting success,” it said. “This gave consumers an unrealistic and exaggerated perception of the level of control they would have over the outcome of a bet and that could lead to irresponsible gambling behavior.”
In response to the ban and the statement issued by the ASA, Sky Bet defended by saying: “Many customers researched, studied and followed sports to a degree which would give them an ‘edge’ over a bookmaker.”
Earlier this year the UK had also banned gambling ads targeting Kid-Friendly Sites And Games.