Ladbrokes Iron Man 3 ad banned over 'child appeal'

24 August 2016

An advert for bookie Ladbrokes featuring Marvel superhero Iron Man has been banned over fears it would attract children.

The email, which included an image from the film Iron Man 3, breached rules which say betting advertisements need to not be most likely to attract kids, the Advertising Standards Authority stated.

Ladbrokes stated all its promotional code yohaig e-mails were sent to registered clients or those known to be over 18.

Most Iron Man fans are adults, it stated.

The bookie argued this promotion code was supported by data on attendance at Comic Con fan events and Facebook demographics for the Marvel brand name.

It likewise argued its advert was "adult-themed" and reflected pop culture.

However, the Advertising Standards Authority (ASA) promoted the problem against the 4 May email, stating that gambling advertisements should not be most likely to be of specific appeal to kids, particularly by reflecting or being related to youth culture.

The ASA stated it comprehended that the e-mail was just sent out to individuals aged 18 and over, however nevertheless, the restrictions still used.

It stated that as all Facebook users should declare themselves to be at least 13 years old, younger kids were therefore omitted from the sample used by Ladbrokes to support its position.

The ASA said: "We considered those younger children were most likely to be the main audience for Iron Man action figures and associated product, which we comprehended were widely readily available at toy merchants.

"We understood that Iron Man was a popular character that would attract many grownups but considered its comics nature, and the schedule of numerous associated toys, suggested it was most likely to have specific interest children and youths.

"We therefore concluded that the advertisement breached the yohaig promotion code."

A Ladbrokes spokesperson said: "We understand the ASA judgment and are now considering our choices, consisting of the possibility of requesting an independent review which belongs to the ASA appeals process."

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ASA - Advertising Standards Authority