The largest sports betting operator in Australia, Sportsbet, was found to have violated industry standards by implying that successful gambling would result in sexual success and make men more attractive.
As revealed by a competent regulatory body, the controversial TV advert of the sports betting company was aired during football coverage. It showed a man dressed in shabby clothes who lay on his couch at home and who is teleported to an awards ceremony, dressed in fancy clothes after winning his multi-bet.
In a registered complaint to Ad Standards – the advertising industry’s self-regulating watchdog – one viewer challenged the television advert for using the false and dangerous narrative that wrongly implies that customers are just one bet away from generating large winnings. The complainant criticised both Sportsbet and Nine for knowing that such a narrative was particularly dangerous for many problem gamblers.
The community panel of the Ad Standards watchdog, which engages in the investigation of alleged violations of the wagering code of conduct for the Australian advertising industry, found that Sportsbet’s TV advertisement did not imply or made a promise of winning. However, the advert did create an impression that gambling could help customers improve their self-image and become more attractive.
This is not the first time when Ad Standards has challenged Sportsbet advertisements. Back in 2019, the Australian gambling operator was forced to cease an advertising campaign for a new mobile sports betting app after the regulator ruled it was sexist. As previously reported by Casino Guardian, the content and volume of gambling adverts in Australia have been subject to increased scrutiny lately, with a parliamentary inquiry expected to make recommendations about stricter regulation soon.
Ad Standards Found Sportsbet’s TV Advertisement Falsely Implies Link between Enhanced Attractiveness and Gambling
The panel of Australia’s self-regulating watchdog determined that Sportsbet’s controversial advert actually claimed or implied there was a link between enhanced attractiveness/sexual success and gambling, so after investigating the viewer’s complaint it determined that the TV advert did violate the wagering code. In the officially-announced judgement, the regulatory body noted that the advertisement displayed an imagined scenario that shows that a person’s self-image has improved after winning, so he feels more attractive.
A spokesperson for Sportsbet issued a statement in response to Ad Standards’ ruling, rejecting any contravention of the Australian advertising industry’s wagering code.
The representative of the country’s biggest betting operator noted that even though Sportsbet respected the watchdog community panel’s determination but it would expect to receive further correspondence from the regulatory body’s office proving the company with the chance to request an independent review of the aforementioned ruling of the community panel. As a result of the ruling, the gambling giant suspended the distribution of the controversial ad via television channels until the outcome of the requested third-party review process is unveiled.
The gambling operator also argued that its advert suggested in any way that admiration shown to the gambler following his win was excessive and claimed that the levels of applause were consistent with the ones seen at various public events, such as the Oscars. It also dismissed claims that the gambler’s success contributed to his sexual attractiveness.
- Author
Olivia Cole
