Coral Ad Banned
by Glenn Baird - June 3, 2020
The UK’s Advertising Standards Authority (ASA) has banned a Coral advert that came from their Twitter account and was originally posted in March this year.
The advert was a part of Coral’s Cheltenham promotion, which came with the following text: “We’re as passionate about the bet as you are. So, get your stake back as a free bet if your horse fails to finish.” Additionally, this was accompanied by a video with the phrase “Have Another Go” as the primary tagline.
The advert saw a jockey appear to fall from his horse with a disappointed punter left happy at following the announcement, “Get a free bet back with Fail to Finish.”
There was a similar version of this advert that made it onto TV as well.
The case against the advert argued that it was irresponsible, encouraging repetitive play. Coral claim that this was not the case and that the promotion in question is a common one within the industry, adding that the text, “aimed to highlight the prize of the promotion, while keeping within a certain character count and without encouraging socially irresponsible behaviour”.
Coral has been clear that the company will not use the “Have Another Go” slogan in any future advert.
The ASN felt that the advert was in breach of rule 16.3.1 of the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code), which states that advertisements must not “portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm”.
In a formal statement the ASN has stated that: “We considered that the claim ‘Have another go’, together with the video ad which featured a man whose mood was instantly lifted following a free bet back, gave the impression that the decision to gamble had been taken lightly and was therefore likely to encourage some consumers to take up the offer repetitively.”
The ASN has made it clear to Coral that any adverts they create in the future must not contain content that could be considered to encourage repetitive behaviour.
A similar complaint has been made about a Ladbrokes’ ad but the ASA rejected the claim.
The ad was first aired in February this year and saw elements of gambling in everyday life. For example, one man trying to put exactly £77.77 of petrol into his car.
5 complaints were registered against the, with those doing so arguing that the advert painted a picture where gambling took priority in peoples’ lives.
Ladbrokes argued that the ad was meant to “demonstrate the excitement of gaming in a metaphorical way which exaggerated real life” as part of a “fun parody”.
They continued their defence by stating that the advert did not place gambling as a priority and that gambling did not interrupt their everyday lives.
Ladbrokes went on to state that:
“There was no reference to gambling or any suggestion that the characters would rather be gambling than undertaking their usual tasks.”
In this instance the ASA agreed, starting: “…that while the characters were depicted as momentarily reminded of gambling and engaged in that analogy of the situation, they were not so distracted that they didn’t continue with those tasks,” the ASA said. “We also considered that the brief scenarios depicted did not present gambling as indispensable or imply that it took priority in any aspect of the characters’ lives.”