Littlewoods Bingo Save Ad From Being Banned
20th January, 2009
The ASA have been drawn in to make another decision on the adequacy of another television advert recently.
After the banning of the Ladbrokes casino advert it seems viewers are becoming more ‘picky’ about what they watch.
This time the advert belonged to Littlewoods Bingo, when a single complaint was made to the ASA, stating the advert “encouraged irresponsible gambling because it implied players could win large sums on multiple occasions.”
However unlike in the Ladbrokes Online Casino situation, the advert was not banned by the ASA, Littlewoods Bingo managed convince the ASA that the advert did not have underlined implications and was a legitimate reflections of the site.
The ASA dismissed the complaint and in their ruling said, “Clearcast said they did not consider ad misleading because St Minver Ltd (St Minver) had supported the claims made for the number and amount of the payouts. They said the aim of the ad was to set out how much could be won each day, and they did not consider the brief inclusion of the text “Leanne: What did you just win??? Kate: £500 ...again X” on the computer screen would mislead viewers about the frequency of winnings.
Considering that it only takes one complaint to render an advert inappropriate, and so banned from being aired, advertisers have to be extremely careful with the content.
By Rommon
