Advertisment
The advertisement took the form of a poster and was seen on Dublin Bus. A digital copy was also seen by one complainant on the advertisers’ official Facebook page.
The advertising depicted an animated image of Santa Claus sitting at a slot machine in a casino which was decorated for Christmas. Large writing in the form of a Christmas wreath stated, “Even Santa Stops Here – Tallaght, Dun Laoghaire, Dublin City”.
Alongside the brand logo, further text stated, “Jesters Casinos – Now Play Online” and linked to the advertisers’ website.
Complaint
Two complaints were received in relation to the advertising.
The complainants considered that the advertisement breached Code section 10.17(b) as it featured a character which although also appealing to adults, was particularly appealing to children and could be considered a hero of the young. They considered that as this character tended to be used to influence children as to good and bad behaviour, children could therefore be led to believe that it was permissible for them to gamble as Santa did it.
Response
When sending its initial correspondence, the ASAI Executive requested that both the advertisers and the media remove the outdoor advertisements. Both parties agreed to this and subsequently confirmed that publication of the advertisement had been ceased.
The advertisers’ solicitors responded to the request for comment on their behalf explaining that while their client had designed the advertisement in question, they had used a media agency to arrange for the placement of the advertisement.
They said that going forward, their client would ensure clarity with any media agency used for future campaigns around the precise role and responsibilities of each party regarding the placement of advertising in order to avoid a repeat of mistakes made previously.
The advertisers’ solicitors wished to highlight that as soon as their client was made aware of the complaints, they immediately withdrew the advertisements without question or challenge.
Conclusion
Complaints Upheld.
The Complaints Committee considered the detail of the complaint and the advertisers’ response and noted that the outdoor advertisement was removed, and publication ceased upon receipt of the ASAI Executive’s request.
The Complaints Committee considered that as the advertisement had depicted a character of primary or particular appeal to children, the marketing communication could be deemed to be targeted towards children.
In addition, considering that the character depicted was associated with influencing children’s behaviour and was seen partaking in gambling within the advertisement, the Committee considered that this could encourage children to regard gambling as a natural element of his or her leisure time/activities.
The Committee considered that the advertisement breached Code sections 10.17(a) and (b).
Action Required:
The advertisement must not reappear in its current form and must be removed from all of the advertisers’ social media platforms.
