The UK Advertising Standards Authority has recently cleared Betfair of any wrongdoing after a complaint was made regarding an advertisement that was heard by a minor. The ad in question was broadcast on Radio X on September 3 and was for Betfair’s free to play “Prize Pinball” game. The focus of the complaint was on the timing of the ad, rather than its content.
PPB Entertainment, which oversees Betfair as part of Flutter Entertainment, responded to the complaint by denying the claims and stating that the ad had been cleared by Radiocentre, a commercial radio organization. Radiocentre’s guidance states that gambling ads should not run on stations aimed at under-18s, and research showed that Radio X’s audience primarily consisted of listeners over the age of 25. The station’s focus on classic rock, indie, and alternative music for 25- to 44-year-olds also contributed to the argument that the ad was not targeting minors.
Additionally, the ad was not broadcast linearly, but was specifically targeted to older listeners who were registered as being over 25 and were tuning in from a digital device. The complainant had heard the ad over a smart speaker, which would have targeted them based on the age registered on the device. However, the ASA noted that there was a possibility that a minor may have been listening, as it was a weekday morning before a school day. Despite this, only 6% of Radio X listeners at that time were under the age of 18.
The ASA ultimately agreed with PPB’s response and concluded that the scheduling advice given by Radiocentre was appropriate. They stated that relevant timing restrictions must be applied to advertisements that could potentially harm children or are unsuitable for them. As the ad promoted an online gambling product, it needed to be appropriately scheduled away from times when children under 18 were likely to be listening. Since the low proportion of under-18s listening was taken into consideration and the scheduling was deemed responsible by the broadcasters, PPB and Betfair were cleared of any wrongdoing.
In summary, Betfair’s ad for their “Prize Pinball” game was deemed to have been broadcast responsibly and in accordance with industry guidelines. The complaint was dismissed, and the ASA found no reason to take any further action against the company.