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The Rules Against 'Portraying Problematic Behaviour' In Sports Gambling Ads (ASA v Ladbrokes)

Reaction of man losing bet
Tuesday, 19 October 2021 By Anna Soilleux-Mills, Laura Bilinski

The Advertising Standards Authority (ASA) ruled on 7 July 2021[1] that a TV ad for Ladbrokes depicted gambling behaviour that was socially irresponsible, and therefore breached the Broadcast Committee of Advertising Practice (BCAP) Code.[2] The ASA told Ladbrokes to ensure future ads do not portray such behaviour, including detachment from surroundings, mood swings, and a preoccupation with gambling.

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Written by

Anna Soilleux-Mills

Anna Soilleux-Mills

Anna is a partner in the Commercial Department at CMS with a particular focus on the gambling, media and technology industries. Her expertise encompasses gambling, e-commerce, data protection, advertising and consumer protection regulation and sponsorship and media rights exploitation.

Laura Bilinski

Laura Bilinski

Laura is an associate in the Technology & Media Department at CMS and has particular experience advising clients in the gambling and online retail sectors.

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