Ad description
A TV ad, for Betway, a bookmakers, began with a woman pulling a slot machine lever on the side of the fridge. The fridge opened to reveal items of food rotating as if they were items on a fruit machine reel. The ad then showed a man turning the tap on and his glass being filled with casino chips. The woman then rolled out a cloth on the table, which transformed in to a roulette board. The couple were then shown placing chips and playing roulette. The man then clicked his fingers and the wall parted to reveal a number of slot machines. The ad featured on-screen text, which stated "£10 FREE". The woman was then shown using a tablet device and the man a mobile phone, to access online games.
Issue
The complainant challenged whether the ad was irresponsible, because it prioritised gambling over everyday activities.
Response
Betway Ltd (Betway) pointed out that both characters were shown wearing formal work attire and that the female character was shown with after-work shopping bags and the man in a dishevelled "after-work" look. They also said darkness was shown through the kitchen windows and the lights were switched on in the apartment. They said the ad made clear that the activities occurred after work, at home, and in the evening. They believed the ad did not prioritise gambling over every day activities, rather they believed the ad communicated that online gambling was an activity that took place after the usual everyday activities, by hardworking professionals.
Clearcast said the ad made clear that both characters had returned home from work. They said the scenes of the woman pulling the slot machine lever to reveal items of food rotating and the man turning on the tap and gaming chips filling his glass illustrated the types of games that could be played on Betway.com. They believed the ad did not depict the activities of the characters as taking priority over work commitments, rather the couple were shown unwinding by playing games together at the end of the working day. They also believed the ad did not depict the activities of the characters as taking priority over everyday activities or family commitments.
Assessment
Not Upheld
The ASA noted the ad depicted a fictional scene of the home in which a number of household items represented gambling related items. We considered the ad made clear that the activities occurred after work and that the couple were participating in gambling as a form of light hearted entertainment, in each other's company in their free time. In that context, we considered the ad did not portray gambling as taking priority in life. On that basis, we concluded that the ad was not irresponsible and did not breach the Code.
We investigated the ad under BCAP Code rules 1.2 1.2 Advertisements must be prepared with a sense of responsibility to the audience and to society. (Social responsibility) and 17.3.1 17.3.1 portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm and 17.3.4 17.3.4 portray gambling as indispensable or as taking priority in life; for example, over family, friends or professional or educational commitments (Gambling) but did not find it in breach.
Action
No further action necessary.
