William Hill bingo TV ad banned

The Advertising Standards Authority (ASA) has banned a television advertisement by bookmaker William Hill promoting its online bingo after deeming the ad “socially irresponsible”.

The ad features a woman at breakfast time fooling her husband that it is time to go to work by pushing the hands of a clock forward. She then runs upstairs to play William Hill bingo on her computer and says: “I get mine the minute he’s out the door”.

She then moves the hands of the clock back and says: “Doesn’t time fly”.

In all, the ASA received seven complaints and eventually banned the ad because it “depicted someone who was addicted to gambling and was attempting to hide that from their family by deception”.

Furthermore, the ASA said that because the woman was rushing to play bingo in pyjamas and moved to clock forward to hurry her husband off to work, “implied that she had to play urgently, rather then during a break in her day”.

William Hill hit back by claiming that the ad was a “humorous” portrayal of the "everyday scenario of a woman wanting to get on with her day once her husband had left the house, punctuated by taking a break to play bingo".

In addition, they said the woman’s behaviour was "light-hearted and did not portray, condone or encourage socially irresponsible behaviour or behaviour that could lead to financial, social or emotional harm".

Clearcast, a company that evaluated the ad before it went live, agreed with William Hill that the ad was humorous in tone and that it did not promote gambling alone.

Since the Gambling Act 2005 was introduced last year, allowing gambling companies to advertise on television for the first time, seven adverts – or 1 per cent of all gambling ads – have breached the stringent advertising codes as set out by the act.

Not seen it? Watch the William Hill Online Bingo Ad.

Editor, Jackpot.co.uk - 2008-05-28 11:06:02

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