Gaming Ads Breach
More than one in 10
TV commercials for gambling operators
breached the advertising code, a report
says. The Advertising Standards Authority
(ASA) is "concerned" about
the breaches, its report says. Six
out of 56 television adverts for gambling
services did not comply with the advertising
Five of them broke the rules because
they could have particular appeal
to children and young people, the
ASA's Gambling Compliance Survey 2007
report says. Four of these were for
online casino and poker sites and
one for an online gambling supermarket.
The sixth TV advert was for a bingo
service which broke the TV code because
it seemed to suggest gambling could
improve self-image or self-esteem
and achieve financial security, the
Another one out of 344 online adverts
checked by the ASA's compliance team
was found in breach.
That internet advert for an online
casino and poker service broke the
code by appearing to link gambling
with sexual seduction or success.
"We are concerned that six of
the gambling product advertisements
that appeared on TV did not comply,"
the ASA's Gambling 2007 report says.
None of the advertisers found in
breach are named in the ASA's report.
Four of the six TV commercials related
to the same advertiser.
The ASA's compliance team monitored
784 adverts across press, TV, radio,
internet, direct mail and posters.
It found the six TV commercials and
one online advert had breached advertising
Most of the ASA's survey was carried
out between September 1 and October
31 to assess the compliance rate of
gambling adverts with advertising
rules. Monitoring of press, magazines
and internet pop-up adverts was limited
to one week only "because of
the high volume of gambling adverts",
the report says.