Australian regulatory authority Ad Standards has upheld a complaint against Sportsbet claiming that one of its ads aired on TV suggested that success at gambling would make a person more attractive and made a promise of ‘big wins’.
The ad was aired during coverage of football and implied that a man who won a multi-bet wager became more attractive. The ad showed a transformation from a shabbily dressed person on a couch to a well-dressed man in a tuxedo with a crowd cheering him. A voiceover then states ‘feels like you’ve finally made it’.
Ad Standards received a complaint about the ad which also alleged that the ad was a form of peer pressure suggesting that those who did not gamble were likely to be shunned by their friends. The regulator then launched an investigation during which it requested Sportsbet’s response to the complaint.
In its statement to the regulator Sportsbet said:
“…any suggestion that the admiration shown towards the successful punter in the Advertisement is excessive or implies that he is more sexually attractive is baseless. The Advertisement depicts a modest award ceremony and the crowd reacts to the winner’s announcement and acceptance speech with balanced levels of applause and disappointment in a way that is consistent with that seen at the Oscars or similar event. The Advertisement contains no element or reference whatsoever which is linked to the punter’s physical appearance or sexuality.”
On the subject of peer pressure the statement also notes:
“The Advertisement contains no element of peer pressure, disparagement, ridicule or anything similar. As mentioned above, the Advertisement depicts a fictional ceremony in which the punter receives an absurd award for the ‘Most Outstanding SGM’. Nowhere in the Advertisement, including the depiction of the award nominees or crowd, does a character pressure another character into performing any wagering activity or criticise or ridicule another character about choosing to abstain from participating in any wagering activity.”
In its conclusion, Ad Standards found that the ad did not breach advertising regulations by making a promise of winning. However, the community panel investigating the case did agree that the ad created a false impression that gambling could improve a person’s image.
“The Panel considered that the advertisement portrays the positive transformation of the main character’s appearance and demeanour after winning. In addition, the advertisement shows him going from alone to being with another person. While the context of the advertisement is an imagined scenario, the Panel considered that it shows that the man’s self-image has improved after winning and he feels more attractive.
The Panel considered that the advertisement does show or imply a link between wagering and enhanced attractiveness.”
As expected, Sportsbet has rejected the panel’s findings and requested a review from an independent panel. Until the outcome of the review is known, the ad will not be aired again.
No details were given with regards to any penalties which may be issued if the review panel upholds Ads Standards decision.
Olivia has worked as an editor and writer for major brands across multiple niches. She now focuses on the iGaming and sports betting industries.