SuperCasino told by regulator to pull TV Ad because it glamorises gambling

SuperCasino were told by the UK’s media regulator, ASA, that their latest TV commercial glamorised gambling and that it could no longer be shown.

After airing on Channel Five earlier this year, the advertisement sparked a complaint from the Gambling Reform & Society Perception Group (GRASP), who I’d imagine would take the default position that any gambling related ad is inappropriate, and one consumer. ASA had a closer look and said that it fell foul of the industry’s BCAP codes, which provide in relation to gambling that advertisements must not:

1. portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm
2. suggest that gambling can provide an escape from personal, professional or educational problems such as loneliness or depression
3. suggest that gambling can be a solution to financial concerns, an alternative to employment or a way to achieve financial security
4. portray gambling as indispensable or as taking priority in life; for example, over family, friends or professional or educational commitments
5. suggest peer pressure to gamble or disparage abstention
6. suggest that gambling can enhance personal qualities; for example, that it can improve self-image or self-esteem, or is a way to gain control, superiority, recognition or admiration
7. link gambling to seduction, sexual success or enhanced attractiveness
8. portray gambling in a context of toughness or link it to resilience or recklessness
9. suggest gambling is a rite of passage
10. suggest that solitary gambling is preferable to social gambling.

Code 6 seems to be where the SuperCasino advertisement came unstuck. Have a look at the offending Advertisent and see what you think…

Looks like just another TV ad to me…attractive models having fun in a staged and unrealistic environment using the product being advertised. Who really believes life is anything like that portrayed in a TV ad?

If I drink a bottle of Coke will I be invited to a party on a big blow up pontoon in the ocean with beautiful girls bouncing all over it? If I use a Gillette razor, will I soon find myself in the cockpit of a fighter jet going mach 3? If I go play at Crown Casino will I have gorgeous girls sitting either side of me at the roulette table, fighting for my attention while every one else at the table is laughing, cheering and generally having the time of their life?

Advertisements aren’t reality. Never have been, never will be.

It also should be said that the above codes are open to very broad interpretation.  The below ad from a year earlier was deemed fine.

I could understand the folk at SuperCasino being a little miffed and confused at the decision.