Mark Sweney 

Ladbrokes falls foul of ad watchdog over Memphis Depay image

Use of Manchester United player in email breaks UK code on having people aged under 25 play a ‘significant role’ in promoting gambling, ASA rules
  
  

Manchester United Memphis Depay
An image of Manchester United player Memphis Depay was used in an email from Ladbrokes to customers to promote a money-back offer. Photograph: ASA

Ladbrokes has been given a red card by the advertising watchdog for using an image of Manchester United footballer Memphis Depay that was ruled to have broken the UK code on marketing to young people.

Under the UK advertising code, it is illegal to use people aged under 25, or someone who appears to be so, to play a “significant role” in promoting gambling.

An image of 21-year-old Dutch international Depay featured in an email from Ladbrokes promoting a money-back offer to punters.

The Advertising Standards Authority said featuring someone under the age of 25 in an ad is only allowed if they are the specific subject of a bet or on Ladbrokes’ own website.

“The ad had not appeared in a place, such as on the advertiser’s own website, where a bet could be placed directly through a transactional facility,” said the ASA. “Nor had he been used to illustrate specific betting selections where he was the subject of the bet offered.”

The ASA ruled that the ad was in breach of the UK code.

Ladbrokes is the latest betting company to be censured by the ASA for using young sportsmen to promote gambling.

Last month, the ASA handed down ad bans to Bet365, Coral and Totesport for using images of 22-year-old US Open champion Jordan Spieth in Twitter campaigns to promote betting.

Last month, Ladbrokes hired Kristof Fahy, the former marketing chief of William Hill, as chief marketing officer.

Fahy joine dfrom Telegraph Media Group, where he was marketing chief for just seven months.

 

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