Ladbrokes Iron Man 3 Ad Banned Over Kid Appeal
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Ladbrokes Iron Man 3 advertisement prohibited over 'kid appeal'
24 August 2016
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An advert for bookie Ladbrokes including Marvel superhero Iron Man has actually been banned over fears it would appeal to kids.
The e-mail, which included an image from the movie Iron Man 3, breached rules which say betting ads need to not be likely to interest children, the Advertising Standards Authority said.
Ladbrokes said all its marketing emails were sent out to registered consumers or those to be over 18.
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Most Iron Man fans are adults, it said.
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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.
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It also argued its advert was "adult-themed" and reflected pop culture.
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However, the Advertising Standards Authority (ASA) upheld the yohaig code problem versus the 4 May email, saying that betting ads need to not be likely to be of particular appeal to children, specifically by reflecting or being associated with youth culture.
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The ASA said it understood that the email was only sent out to individuals aged 18 and over, however however, the restrictions still applied.
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It stated that as all Facebook users should declare themselves to be at least 13 years old, more youthful children were therefore left out from the sample utilized by Ladbrokes to support its position.
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The ASA stated: "We considered those younger children were likely to be the primary audience for Iron Man action figures and associated merchandise, which we understood were extensively available at toy merchants.
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"We understood that Iron Man was a popular character that would attract numerous grownups but considered its comic book nature, and the schedule of different associated toys, meant it was most likely to have particular appeal to kids and youths.
"We therefore concluded that the ad breached the yohaig code this promotion code."
A Ladbrokes spokesman said: "We understand the yohaig code ASA ruling and are now considering our options, consisting of the possibility of asking for an independent evaluation which becomes part of the ASA appeals process."
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ASA - Advertising Standards Authority