Ladbrokes Iron Man 3 Ad Banned Over Kid Appeal
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Ladbrokes Iron Man 3 ad prohibited over 'child appeal'
24 August 2016
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An advert for bookie Ladbrokes including Marvel superhero Iron Man has actually been prohibited over worries it would .
The email, which featured an image from the movie Iron Man 3, breached guidelines which state betting ads must not be most likely to interest kids, the yohaig code Advertising Standards Authority stated.
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Ladbrokes said all its promotional code yohaig e-mails were sent out to signed up consumers or those known to be over 18.
Most Iron Man fans are grownups, it stated.
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The bookie argued this promotion code was supported by data on participation at Comic Con fan occasions and Facebook demographics for the Marvel brand name.
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It likewise argued its advert was "adult-themed" and reflected pop culture.
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However, the Advertising Standards Authority (ASA) upheld the problem versus the 4 May e-mail, stating that gambling ads must not be likely to be of specific attract kids, specifically by reflecting or being connected with youth culture.
The ASA stated it comprehended that the e-mail was just sent to people aged 18 and over, however however, the restrictions still used.
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It said that as all Facebook users need to declare themselves to be a minimum of 13 years old, more youthful kids were therefore omitted from the sample used by Ladbrokes to support its position.
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The ASA stated: "We thought about those more youthful kids were most likely to be the main audience for Iron Man action figures and related merchandise, which we understood were commonly available at toy sellers.
"We understood that Iron Man was a popular character that would attract many grownups however considered its comics nature, and the schedule of numerous associated toys, meant it was most likely to have specific interest kids and youths.
"We therefore concluded that the ad breached the yohaig promotion code."
A Ladbrokes representative said: "We are conscious of the ASA ruling and are now considering our alternatives, consisting of the possibility of asking for an independent evaluation which is part of the ASA appeals procedure."
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ASA - Advertising Standards Authority