Online Gambling Firms Flamed For Dicey Dwarf ADS

Wednesday April 23, 2008

A gambling advertisement that claimed online betting would amend sexual acumen and self esteem has alter to one of the aboriginal campaigns to represent banned unbefitting boxy new laws, following criticism from the advertising overseer.

The federal press campaign for Paddy Power Casino was dense influence linking gambling to "seduction, sexual achievement and more beauty", the Advertising Standards Authority (ASA) ruled.

The placard, published character the Times, featured a dwarf access a limousine flanked by two admirable sex, hot a cigar and catching up a champagne glass.

A strapline accompanying the advertisement verbal: "Who says you answerability't accomplish banknote being short?"

The ASA, agency a separate ruling, further criticised a gambling television advertisement campaign that featured "capricious, juvenile humour that was likely to appeal to family".

The Inter Casino campaign and featured dwarves, this allotment undertaking Jackass-style stunts including rolling down hills agency dice outfits and sliding down bell-ropes dressed being fruit-machine cherries.

The recorder has banned both campaigns influence the UK-the aboriginal since conditioned new gambling advertising laws were introduced last September.

Upholding a complaint censure Paddy Power Plc, the ASA criticised authentic for linking gambling hide sexual arrival and an choice self-appearance.

"We through the ad suggested this man 's' dearth had been blown away by the treasure he had acquired complete gambling and consequently that the ad implied gambling was a road to augment self-esteem or accretion recognition or admiration," the ASA ruling spoken. "We concluded the ad was irresponsible."

It also criticised Inter Casino, saying the juvenile behaviour in the adverts breached the code by appealing to children or young people.

Paddy Power Plc defended its campaign, saying it recreated a famous scene from the 1980s Hollywood Poker film Wall Street dtarring Michael Douglas as avaricious banker Gordon Gekko.

Inter Casino defended its ads as "gentle slapstick humour reminiscent of old-fashioned routines by Charlie Chaplin or Benny Hill", which were not designed to appeal to young children.