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Ladbrokes Iron Man 3 ad prohibited over 'child appeal'

24 August 2016

An advert for bookmaker Ladbrokes featuring Marvel superhero Iron Man has actually been prohibited over fears it would interest kids.

The email, which included an image from the film Iron Man 3, breached rules which say betting ads should not be most likely to attract children, the Advertising Standards Authority said.

Ladbrokes said all its advertising e-mails were sent out to registered customers or those known to be over 18.

Most Iron Man fans are grownups, it said.

The bookmaker argued this promotion code was supported by data on participation at Comic Con fan occasions and Facebook demographics for the Marvel brand name.

It likewise argued its advert was "adult-themed" and reflected popular culture.

However, the Advertising Standards Authority (ASA) maintained the grievance against the 4 May email, saying that gambling advertisements need to not be likely to be of specific appeal to children, specifically by reflecting or being associated with youth culture.

The ASA stated it comprehended that the email was only sent out to people aged 18 and over, however nonetheless, the constraints still applied.

It said that as all Facebook users need to declare themselves to be at least 13 years of ages, younger children were for that reason excluded from the sample used by Ladbrokes to support its stance.

The ASA stated: "We thought about those younger kids were most likely to be the main audience for Iron Man action figures and associated product, which we comprehended were extensively readily available at toy merchants.

"We comprehended that Iron Man was a popular character that would interest many adults but considered its comic book nature, and the schedule of different related toys, indicated it was likely to have particular interest kids and young individuals.

"We for that reason concluded that the ad breached the promotional code yohaig."

A Ladbrokes spokesman stated: "We are conscious of the ASA judgment and are now considering our options, consisting of the possibility of requesting an independent evaluation which belongs to the yohaig code ASA appeals procedure."

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ASA - Advertising Standards Authority

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