Ladbrokes Iron Man 3 advertisement banned over 'child appeal'
24 August 2016
An advert for bookie Ladbrokes featuring Marvel superhero Iron Man has been prohibited over fears it would interest kids.<img src=«https://www.yohaig.ng/wp-content/uploads/2023/04/bet9ja-cash-out-no-more-spoiled-tickets-468x60-1.gif»/ width=«468» height=«60» alt=«Register at Bet9ja using the promotion code YOHAIG for a N100,000 welcome bonus» title=«Use promotion code YOHAIG when registering at Bet9ja to claim your N100,000 bonus» loading=«lazy»>
The e-mail, which included an image from the movie Iron Man 3, breached rules which say gambling advertisements need to not be most likely to interest children, the yohaig code Advertising Standards Authority stated.
Ladbrokes said all its promotional code yohaig emails were sent to signed up clients or those understood to be over 18.
Most Iron Man fans are grownups, it stated.
The bookmaker argued this promotion code was supported by data on presence at Comic Con fan events and Facebook demographics for the Marvel brand.
It likewise argued its advert was «adult-themed» and showed pop culture.
However, the Advertising Standards Authority (ASA) promoted the problem versus the 4 May email, saying that gambling advertisements need to not be likely to be of particular appeal to children, especially by reflecting or being associated with youth culture.
The ASA said it understood that the e-mail was only sent out to people aged 18 and over, however however, the constraints still applied.
It stated that as all Facebook users should state themselves to be at least 13 years old, more youthful kids were for that reason omitted from the sample utilized by Ladbrokes to support its stance.
The ASA stated: «We considered those more youthful kids were most likely to be the primary audience for Iron Man action figures and associated merchandise, which we comprehended were commonly offered at toy retailers.
»We understood that Iron Man was a popular character that would interest lots of adults however considered its comics nature, and the accessibility of numerous associated toys, suggested it was most likely to have particular attract kids and youths.
«We for that reason concluded that the ad breached the special code yohaig.»
A Ladbrokes spokesman said: «We understand the ASA ruling and are now considering our alternatives, including the possibility of asking for an independent review which is part of the ASA appeals process.»<img src=«https://www.yohaig.ng/wp-content/uploads/2023/04/bet9ja-100-welcome-bonus-winners-dont-wait-728x90-1.gif»/ width=«728» height=«90» alt=«Register at Bet9ja using the promotion code YOHAIG for a N100,000 welcome bonus» title=«Use promotion code YOHAIG when registering at Bet9ja to claim your N100,000 bonus» loading=«lazy»>
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ASA — Advertising Standards Authority