When advertising gambling activities, you need to be very careful how you convey your message, lest you target unwillingly problematic demographics. Otherwise, you’ll learn the hard way. That’s exactly what happened to 888 Holdings, one of largest betting groups in the UK, after they’ve aired an unfortunate TV ad with risky consequences.
It’s not the first time 888 has been in the red flag zone regarding ad violations, too, with previous adds having been banned. In eleven previous instances, they were requested to make changes to the ads, while in four others, they were asked to withdraw them from TV entirely.
Anyhow, in the problematic ad, a protagonist is shown, making ends meet in order to pay for a cure for his wife’s cancer. He sells his house, but still finds himself unable to afford the treatment for her. He is visibly depressed and in a deep state of despair. Then, he just happens to stumble upon 888.com. Just for kicks, he plays the game and wins a jackpot just big enough to cover his wife’s expenses. The ad finishes with the line saying his “debt and financial worries came to an abrupt end.”
The UK’s Advertising Standards Authority (ASA) found this highly problematic and has ordered the company to take it down. They explained this by saying it targeted vulnerable people and “was irresponsible by the standards of the law”.
The brand surrendered to this decision, agreeing to take it off air and terminate partnership with the affiliate company who came up with the ad.
What is your take on this? Did 888 really cross the line by using people’s despair as a way to lure customers to gamble? Or is the law too strict? Let us know in comments below!
Source:
“Affiliate ad spells trouble for 888, Ladbrokes, Sky, and Casumo”, gamingintelligence.com, September 13, 2017.
