Betfair Clears Up Radio Advertisement Controversy
Betfair Cleared by ASA over Children's Exposure to Ad
Betfair has received clearance from the UK's Advertising Standards Authority (ASA) following a complaint that an advertisement was aired at a time when children might have been listening.
The ad, promoting Betfair's free-to-play "Prize Pinball" game, was broadcast on Radio X on September 3. One complainant contested the timing of the advertisement, rather than its content, raising concerns as the ad was aired during the Chris Moyles show in the early morning.
PPB Entertainment, which oversees Betfair as part of Flutter Entertainment, responded by denying the claims, stating that the ad had been cleared by Radiocentre, a commercial radio organization. Radiocentre's guidelines suggest that gambling ads should not air on stations primarily targeting under-18s and focus on an audience aged 25 to 44. The station typically features classic rock, indie, and alternative music, meaning it is less likely to attract younger listeners.
Interestingly, the ad was not broadcast linearly but was targeted to older listeners—those registered as over 25 and tuning in from a digital device. The complainant had heard the ad through a smart speaker.
Despite acknowledging the possibility of a minor listening to the ad during weekday morning programming before a school day, the ASA ruled in favor of PPB Entertainment. The ASA considered the scheduling advice given by Radiocentre as appropriate and concluded that the broadcasters had applied the restrictions responsibly, given the low proportion of under-18 listeners at the time.
As a result, Betfair and PPB Entertainment were clear of any wrongdoing, and the complaint was dismissed. The ASA reiterated its stance that relevant timing restrictions must be enforced for advertisements that might be harmful to children or otherwise unsuitable for them, especially considering the promotion of an online gambling product.
- The financing sector, particularly Radiocentre, has guidelines that suggest gambling advertisements should not air on stations primarily targeting under-18s, focusing on an audience aged 25 to 44.
- In the realm of fintech, specifically the social-media-fueled entertainment industry, it is essential for advertisers to uphold responsible scheduling practices to prevent the exposure of advertising content that might be harmful to children.
