Betfair radio ad cleared despite underage listening concerns
The ruling emphasised the importance of social responsibility in gambling advertising while recognising the practical challenges of absolute age segregation in media consumption.
Key points:
– The ASA ruled that the Betfair ad complied with BCAP scheduling rules for gambling advertisements
– The ad was targeted at adults and aired on a station with a predominantly over-25 audience
– The complaint was dismissed, and no breach of advertising regulations was found
The Advertising Standards Authority (ASA) has concluded its investigation into a Betfair radio advertisement broadcast on Radio X, finding no breach of advertising guidelines despite a complaint about potential underage exposure.
The advertisement for Prize Pinball, heard on 3 September 2024 during the Chris Moyles Breakfast Show, prompted a listener to challenge its appropriateness for potential child audiences.
PPB Entertainment (Betfair) defended the ad’s placement by highlighting several key protective measures.
Radio X’s demographic data showed that 88% of its listeners are aged 25-44, with the station targeting an adult audience through rock, indie and alternative music.
Betfair also implemented additional safeguards by programmatically targeting the ad exclusively to listeners registered as 25 or older.
The ASA’s investigation examined multiple factors, including broadcast timing, audience composition and potential accessibility.
While acknowledging the theoretical possibility of children hearing the ad, particularly through shared smart speaker devices, the authority found mitigating circumstances.
Radio Joint Audience Research (RAJAR) figures revealed that only 6% of listeners during the broadcast time were under 18, for example. The Radiocentre had also pre-cleared the advertisement with specific scheduling guidance to minimise underage exposure.
With this in mind, the ASA ultimately determined that Betfair had applied responsible scheduling practices.
The complaint was therefore not upheld and no further action was deemed necessary.
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