Ladbrokes To Appeal Ban Of TV Adverts – 01-11-09

January 11 – Having had two new TV ads for LadbrokesCasino.comm banned by the Committee of Advertising Practice, Ladbrokes have argued that the ruling involved an incorrect application of the Advertising Standards Code, and in effect rule out the use of humor in gambling ads.

“Ladbrokes fully supports the code of practice relating to gambling advertising but this ruling is an example of political correctness going too far,” said John O’Reilly, Managing Director for Ladbrokes Remote Betting and Gaming.

“We believe the ads are compliant as they are humorous and show people in fantastical situations to which no one would aspire. Consumers know that you cannot jump from a plane using a 30 gram pack of crisps as a parachute.”

Advertising Agency M&C Saatchi produced the ads. The agency was a recent finalist at the Cannes International Advertising Awards and also won the Silver Award at the London International Awards.

British bookmakers and online casinos spend a lot of time and money on ensuring compliance of their advertisements. The appeals is set to go before and independent review committee.

In the meantime, Ladbrokes have responded with a tongue in cheek advert in two London newspapers, which mocked the person who complained about the TV ads. The ad showed an unhappy looking clown with a caption that read “Missing – a funny bone”.

“We are currently trying to find the one (yes, one) person who took offence, complained and subsequently got the LadbrokesCasino.com TV campaign banned,” read the adverts.

“We bear them no ill will, we just want to give them a big bunch of flowers and a hug to say sorry.”

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