The Advertising Standards Authority (ASA) has ruled against Petfre (Gibraltar) Ltd t/a Betfred for an advertisement broadcast during the PrestonPlayz programme on The Roku Channel, citing concerns about its potential targeting towards individuals under 18 years of age.
The ad in question, promoting Live Betfred Casino, featured a voice-over inviting viewers to experience a variety of slot and table games within the casino.
The complainant challenged whether the ad's placement in the context of the PrestonPlayz programme, known for content related to the game Minecraft and appealing to children, was appropriate considering potential viewers below the age of 18.
In response, Betfred highlighted its adherence to regulatory guidelines, stating that its media agency took measures to ensure compliance by sourcing media through addressable TV and utilising targeted audience data.
Roku, the streaming platform where the ad aired, required users to register and confirm they were over 18 to access content. However, the ASA raised concerns about self-declaration inaccuracies and the possibility of shared accounts within households that might include underage individuals.
Despite Betfred's targeting criteria based on adult behaviours, the ASA upheld the complaint, noting the programme's characteristics resembling content directed at children and the potential for underage viewership.
This ruling follows recent ASA decisions against gambling-related ads. One involved Mecca Bingo's Instagram post featuring Baga Chipz, which the ASA deemed 'irresponsible' for suggesting gambling could enhance self-image or self-esteem. Another case involved Betfred's tweets featuring Anthony Joshua, where the ASA raised concerns about the boxer's appeal to under-18 audiences.
The ASA has directed Betfred to ensure future ad placements avoid contexts with a disproportionately large audience under 18.
