Ad description
A radio ad for Betfair, heard on Radio X on 3 September 2024, promoted Prize Pinball in their online casino.
Issue
A complainant challenged whether the ad had been inappropriately scheduled at a time when children could hear it.
Response
PPB Entertainment Ltd t/a Betfair said the ad was cleared by Radiocentre prior to broadcast and the ad was scheduled in accordance with their guidance that the ad should not run on stations aimed towards under-18s. They considered the demographic of the radio channel when scheduling the ad; they highlighted that Radio X featured current and classic rock, indie and alternative music for 25 to 44-year-olds, and that 88 percent of the audience were aged over 25 according to third-party market research data. They said the station did not focus on new releases or pop music which they believed would more likely appeal to children or young adults. They explained that the ad was heard during ‘The Chris Moyles Show’ and highlighted that the presenter was known primarily for his career as a Radio 1 DJ between 2004 and 2012. They said, because the show transferred to Radio X under the same name, his current audience base was likely to be comprised of those who were familiar with him from that time, and consequently, would be aged 18 or over.
In addition to that, they programmatically targeted the ad to listeners who were aged 25 or over. They explained, by doing that, it meant the ad was only targeted to listeners who were registered as 25 or older on their mobile phone or device. They confirmed that the ad was not broadcast on linear radio and the individual who heard the ad would have been registered as over 25. They explained whilst it was possible that children could have heard the ad, they would have only been able to hear the ad on Radio X by listening to a device that was logged in with a registered age of 25 or over.
Radiocentre confirmed that the ad had been cleared with scheduling advice. They provided a copy of the script clearance document for the ad, which advised that the ad was not broadcast in or around programming or features aimed particularly at those aged below 18.
Global said the ad was cleared by Radiocentre with scheduling advice. They said the listener heard the ad on one of their digital platforms via their Digital Ad Exchange (DAX) which allowed them to programmatically target the ad. They said that the ad had been targeted to only reach individuals aged over 25. They also provided Radio Joint Audience Research (RAJAR) figures for the period of time when the ads were broadcast.
Assessment
Not upheld
The BCAP Code stated that relevant timing restrictions must be applied to advertisements that, through their content, might harm children of particular ages or that were otherwise unsuitable for them. The ASA understood that the ad promoted an online gambling product, and as such, we considered that it would need to be appropriately scheduled and away from times when children aged under 18 years were likely to be listening.
The ad was broadcast at approximately 8am on Tuesday 3 September 2024 on Radio X during the Chris Moyles Breakfast Show. It was heard by the complainant via a smart speaker. We acknowledged that the ad had been targeted to only those who were logged-in users registered over the age of 25. However, we considered that, by the nature of a smart speaker device, other individuals, including those aged under 18, may be listening to the radio alongside the registered user. In addition, we noted the time that the ad was heard, notably that it was on a weekday morning, and that under-18s may be listening whilst travelling to or getting ready for school. We therefore considered it was necessary to assess the RAJAR figures for the period of time the ad was broadcast.
The RAJAR figures showed that the under-18 segment comprised a low proportion of the audience at the time the ad was broadcast; specifically, that 6 percent were under the age of 18. We also understood, typically, that a large proportion, 88 percent, of Radio X listeners were over the age of 25. We considered that the scheduling advice given by Radiocentre was appropriate and that, given the low proportion of under-18s listening, it had been applied responsibly by the broadcasters.
We investigated the ad under BCAP Code Rules 1.2 (Social Responsibility) and 32.3 (Scheduling) but did not find it in breach.
Action
No further action necessary.
