UK Advertising Watchdog Bans Gambling Ad for Overemphasizing Skill in Blackjack

The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), prohibited a commercial for the internet gaming platform 21.co.uk. The ASA determined that the 30-second advertisement, which showcased blackjack, unduly accentuated the role of expertise. Aired in March 2017, the advertisement depicted a blackjack participant in formal attire, deeply pondering his wager as a voiceover declared: “His heartbeat accelerates. His physique remains motionless. He contemplates his action. Sentiment versus intellect. Intuition combating rationale. He makes his selection. He dictates his fate.”

Two formal objections were submitted to the ASA regarding the advertisement. The initial complaint alleged that the phrase “He owns his destiny” suggested gambling relied on proficiency rather than chance, thereby deeming it irresponsible. The second complaint contended that the advertisement presented gambling within a “challenging context.”

Although 21.co.uk argued that blackjack is a strategic card game and that “owning your destiny” is a common idiom referring to the favorable influence practice has on a player’s likelihood of success, the ASA maintained its stance that the advertisement was irresponsible.

Moreover, while the ASA acknowledged that the man wasn’t exhibiting “blatant physical toughness,” it supported the second challenge based on the premise that “viewers would interpret him as displaying mental fortitude or tenacity within the scenario of him wagering all his chips in a single attempt and undertaking a considerable risk.”

The United Kingdom’s Advertising Standards Authority (ASA) pulled an advertisement for the gaming platform 21.co.uk, claiming it promoted gambling tactics and depicted their efficacy in an irresponsible manner.

Although the ASA rejected a grievance about the advertisement implying a player’s “mental high” through enlarged pupils – stating the individual’s demeanor was “tranquil” and not “obsessive” – they ultimately decided against the advertisement for placing excessive emphasis on the gambler’s methodology.

The ASA prohibited the advertisement from reappearing in its present form and recommended 21.co.uk refrain from exaggerating the significance of strategy in its future marketing efforts.