Ladbrokes is a popular online gambling portal based in the United Kingdom. It offers services like online casino games, online poker and online sports betting. The online casino is powered by Microgaming. Pursuant to the liberalized gambling laws in the United Kingdom certain gambling service providers were permitted to advertise their services in the U.K. media. Many of them have already launched campaigns. Not wanting to be left behind in this competitive industry, Ladbrokes Casino also came out with its television campaign. The two commercials that showed daredevil characters taking fatal risks immediately ran into trouble with the Advertising Standards Authority (ASA), which is the regulatory body that sets and enforces advertising standards.  

The first advertisement showed a scuba diver attaching raw meat to his suit before leaping into shark-infested waters. The second television commercial portrayed a skydiver trying to use an empty crisp packet as a parachute. Both advertisements ended with the punch line “If only he’d seen ladbrokescasino.com; it would have quenched his thrill buds.” The obvious implication was that wagering at Ladbrokes casino is less risky but equally thrilling as the two events portrayed. However the ASA took a different view. The ASA conceded that the commercials were humorous, unrealistic and cautionary in a sense. But a spokesperson of the ASA said that the advertisements would promote risk taking and reckless behavior and hence they breached the ASA regulations and therefore could not be allowed to go on air.

Ladbrokes Casino lambasted the verdict stating that the ASA were “ruling against using humor in gambling advertisements”. It claimed that the advertisements were light-hearted and humorous and did not promote recklessness. Ladbrokes Casino is preparing to appeal against the decision of the ASA. A few months ago the ASA had banned another light hearted advertisement. This was released by Wink Bingo and depicted a nurse playing at Wink Bingo while the husband attended to the wife’s delivery.

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