While creative online marketing is allowed in just about every industry in the UK, it is frowned upon within the gambling industry.
The UK Advertising Standards Authority (ASA) has provided Irish-based online gambling site Paddy Power with many warnings about their methods of advertising. They have even gone as far as to ban some of their advertisements—such as their infamous advertising campaign that made a joke of domestic violence.
Even after many warnings, Paddy Power did not listen or learn—and has since had an additional ad banned. Their “Stick One On It” TV commercial was found by the UK Advertising Standards Authority to link gambling and seduction together in an irresponsible manner and therefore was banned.
Even those who advocate for responsible advertising are a bit perplexed by this decision, since the TV commercial more or less has the “seductress” in the commercial making fun of the gamblers. However, it was the high volume of consumer complaints received by the ASA that led to the decision to ban the commercial.
While pushing the envelope in provocative advertising is not uncommon, Paddy Power should put a bit more thought into the advertisements they release in the UK, gaming industry sources bemoan. While the controversy of their ads may attract attention that can pay off in a short-term spike in business, they may end up at a loss when it comes to the money they invested campaigns that cannot be aired or circulated online or in print.
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