ASA Investigate BetFair Cash Out Ad 0
Posted on 30, August 2013
A single complaint about a recent television commercial from Betfair was enough to have the Advertising Standards Agency investigating. The offending commercial was for the Cash Out feature at Betfair and featured several people in a pub watching football on the television. This feature allows players to ‘cash out’ before a result is final – a change your mind option. The complaint was not about the feature itself but the fact that the gambling was being done with the consumption of alcohol.
However, the ASA additionally challenged whether the ad portrayed socially irresponsible gambling behaviour on top of the original complaint.
The two issues were investigated under the following BCAP Codes:
Advertisements must be prepared with a sense of responsibility to the audience and to society.
portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm
portray gambling as indispensable or as taking priority in life; for example, over family, friends or professional or educational commitments
Betfair defended the commercial by stating a number of results from an online survey which showed that a) 77% of customers were male b) 73% were under the age of 45 and c) that 55% of customers who used their mobiles to place bets did so in the pub. This led them to believe that the ad depicted a common social environment where male and female characters were portrayed in a manner indicative of the statistical information available.
The ASA investigated both claims and found neither in breach of the BCAP Codes shown above and that no further action was required by Betfair.
You can read the full adjudication here.