Ladbrokes Iron Man 3 Advertisement Banned over 'Kid Appeal'
Ladbrokes Iron Man 3 advertisement prohibited over 'child appeal'
24 August 2016
An advert for bookmaker Ladbrokes including Marvel superhero Iron Man has been banned over worries it would appeal to children.
The email, which included an image from the film Iron Man 3, breached guidelines which state betting ads need to not be likely to interest kids, the Advertising Standards Authority said.
Ladbrokes stated all its marketing emails were sent to signed up clients or those understood to be over 18.
Most Iron Man fans are adults, it said.
The bookmaker argued this was supported by information on participation at Comic Con fan events and Facebook demographics for the Marvel brand name.
It likewise argued its advert was "adult-themed" and showed pop culture.
However, the Advertising Standards Authority (ASA) supported the problem versus the 4 May email, saying that gambling ads must not be most likely to be of specific interest kids, especially by reflecting or being related to youth culture.
The ASA stated it comprehended that the email was only sent to people aged 18 and over, however nevertheless, the constraints still used.
It stated that as all Facebook users need to declare themselves to be at least 13 years of ages, younger children were for that reason excluded from the sample used by Ladbrokes to support its stance.
The ASA said: "We considered those younger children were most likely to be the primary audience for Iron Man action figures and associated merchandise, which we comprehended were extensively offered at toy merchants.
"We comprehended that Iron Man was a popular character that would interest many grownups however considered its comic book nature, and the availability of numerous associated toys, implied it was likely to have particular appeal to kids and youths.
Ladbrokes Iron Man 3 advertisement prohibited over 'child appeal'
24 August 2016
An advert for bookmaker Ladbrokes including Marvel superhero Iron Man has been banned over worries it would appeal to children.
The email, which included an image from the film Iron Man 3, breached guidelines which state betting ads need to not be likely to interest kids, the Advertising Standards Authority said.
Ladbrokes stated all its marketing emails were sent to signed up clients or those understood to be over 18.
Most Iron Man fans are adults, it said.
The bookmaker argued this was supported by information on participation at Comic Con fan events and Facebook demographics for the Marvel brand name.
It likewise argued its advert was "adult-themed" and showed pop culture.
However, the Advertising Standards Authority (ASA) supported the problem versus the 4 May email, saying that gambling ads must not be most likely to be of specific interest kids, especially by reflecting or being related to youth culture.
The ASA stated it comprehended that the email was only sent to people aged 18 and over, however nevertheless, the constraints still used.
It stated that as all Facebook users need to declare themselves to be at least 13 years of ages, younger children were for that reason excluded from the sample used by Ladbrokes to support its stance.
The ASA said: "We considered those younger children were most likely to be the primary audience for Iron Man action figures and associated merchandise, which we comprehended were extensively offered at toy merchants.
"We comprehended that Iron Man was a popular character that would interest many grownups however considered its comic book nature, and the availability of numerous associated toys, implied it was likely to have particular appeal to kids and youths.