Betfair’s Prize Pinball Ad Cleared by ASA After Regulatory Scrutiny
An in-depth look at how Betfair handled advertising compliance with its Prize Pinball game advertisement. This ensured no breach of UK advertising regulations.
- Betfair faced scrutiny from the ASA for a radio advertisement aired on September 3, 2024.
- The ad for Prize Pinball was investigated for possibly breaching audience age regulations.
- Betfair demonstrated compliance, confirming the ad targeted adults aged 25 and older.
- The ASA cleared the ad, finding no breach of BCAP Code Rules on scheduling or social responsibility.
- About 88% of Radio X’s audience, where the ad aired, are aged 25–44, matching Betfair’s target demographic.
When Betfair Casino promoted its Prize Pinball game through a Radio X ad, it caught the ASA’s attention. The UK’s advertising regulator launched an investigation after a complaint suggested under-18 listeners might hear the ad. The key question: Did Betfair’s strategy align with broadcasting codes on scheduling and social responsibility?
Regulatory Radar
The ASA investigated whether the ad breached BCAP Code Rules 32.3 and 1.2, which cover scheduling and social responsibility. Concerns arose because the ad aired in the morning, raising questions about exposure to a younger audience.
Clearing the Air
Betfair acted quickly, obtaining Radiocenter clearance before running the ad. They emphasised that Radio X’s audience is aged 25–44. This age group aligns with their target demographic, as the station plays rock and indie music less appealing to younger listeners. Betfair cited data showing that 88% of the audience is in this range, minimising under-18 exposure.
Betfair ensured the ad reached only registered users verified as over 25, which shows its commitment to socially responsible advertising.
ASA’s Verdict
The ASA reviewed Betfair’s evidence and concluded no BCAP Code Rules were violated. Betfair demonstrated conscientious scheduling and responsible practices, safeguarding younger audiences. The investigation confirmed Betfair’s commitment to ethical advertising standards and set a precedent for future marketing efforts.
This decision highlights the importance of adhering to advertising regulations. It also reflects the role of oversight in maintaining ethical practices. Betfair’s case serves as a reminder for brands to prioritise social responsibility in advertising.
In today’s complex media landscape, advertisers must navigate age-appropriate content responsibly. Betfair’s approach showcases their dedication and fosters trust in their brand’s integrity. Betfair had previously won another case of regulatory scrutiny.
Peter is our Editor-in-Chief at Gamblingauthority. He has more than eigth years of experience from the iGaming industry and is a valuable resource for everything related to online casinos.
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