Befred online bingo advertisement not upheld by ASA

first_img StumbleUpon UK gambling adopts toughest online advertising code to protect underage audiences August 27, 2020 Submit The Advertising Standards Authority (ASA) has decided against upholding a complaint against a recent Betfred advert, after an individual questioned whether the broadcast normalised gambling.The advert in question featured a woman in the bath, a man preparing a meal and a woman exercising, all while playing online bingo on mobile devices.A voice-over could be heard during the advert, stating: “Love to chill in the bath? Make it a thrill and a laugh with Betfred bingo. Forget those two little ducks, soak up the action and win big bucks. You can even join in whilst making the tea with games from as little as just 1p.“Play with Betfred bingo and enjoy top promotions such as daily free bingo games, bonus back and more. Put the fun back into [the] house. Kick back and bingo with Betfred.”The complaint pertained to whether or not the advert could be construed as irresponsible. Betfred, in response to the complaint, commented: the ad did not suggest that people should play bingo excessively, or that it should take priority over any other social interaction.”The bookmaker further added that there was no promotion of high stakes gambling, nor were any negative associated emotions displayed during the advert either. The advert was intended to imply that playing online bingo could become a part of a player’s leisure time, and not something that could be essential to someone’s enjoyment.Furthermore, Betfred emphasised that gambling was not shown as being indispensable, characters were not displayed as being isolated figures and the ad did not portray a taboo or forbidden act which people should be ashamed of or hide, but the community aspect of bingo.The ASA, in response to the complaint, stated “the ad focused on how people could gamble using Betfred bingo while also undertaking tasks or leisure activities around the house. The characters taking a bath and exercising were shown playing bingo in conjunction with doing those tasks, rather than instead of them. Gambling was therefore not portrayed as taking priority over those tasks or as indispensable.“During the section showing the character preparing a meal, he was seen throwing food in the air when he realised he had won a prize. While we considered the character’s exaggerated reaction to winning showed he was briefly distracted from his task, again we did not consider that this scene portrayed gambling as taking priority in life.“We concluded that the ad did not portray, condone or encourage gambling behaviour that was socially irresponsible, or portray gambling as indispensable or as taking priority in life.” Related Articles Betfred counters Oppenheimer bid in race to rescue Phumelela August 26, 2020 Share ASA monitoring sweep marks gambling as the worst underage advertising offender August 26, 2020 Sharelast_img read more

bet365 shows the way to Google search success says Receptional

first_img PokerStars moves to refresh global appeal with ‘I’M IN’ August 18, 2020 StumbleUpon There are almost as many Google searches for bet365 by UK consumers as there are for its top three competitors combined, according to new research from Receptional.As part of a new eBook, ‘What’s new in Gaming PPC?‘, Receptional revealed that searches for bet365’s brand each month topped 6.5 million (6,504,290), with searches for its closest competitors William Hill (3.14 million), Sky Bet (2.74 million) and Ladbrokes (1.66 million) just exceeding the 7.5 million mark.Receptional, a digital agency founded in 1999 to specialise in search marketing, also highlighted the three key factors considered by Google to measure the quality of ad campaigns, and in turn determine how much an advertiser needs to pay – ad click through rate, ad relevance and landing page experience.Inevitably, the eBook encourages online gambling advertisers to tailor ads to mobile given that “mobile traffic accounts for 80% of searches in most consumer markets”. Meanwhile, it also covers “interesting and exciting changes” to audience targeting and Google increasing the size of its search ads by 76%, as well as responsive search ads, ad extensions and video ads.Last year, Receptional generated 621 million views and 6.9 million clicks on Google’s ad network. To download the eBook, click here. Share Share SBC Magazine Issue 10: Kaizen Gaming rebrand and focus for William Hill CEO August 25, 2020 Related Articles GVC absorbs retail shocks as business recalibrates for critical H2 trading August 13, 2020 Submitlast_img read more