Betting company BetMGM's advertisement, starring comedian Chris Rock, receives approval from the Advertising Standards Authority (ASA)
In the bustling world of advertising, the line between acceptable and questionable practices is often blurred. This is especially true when it comes to gambling advertisements, particularly in the UK where strict regulations are in place to protect minors and prevent the glamorisation of gambling.
The Advertising Standards Authority (ASA) and the UK Gambling Commission (UKGC) have been at the forefront of these regulations, with the ASA applying the 'strong appeal' test since October 2022. This test prohibits gambling ads from featuring celebrities or characters who have a strong appeal to children or young persons under 18, especially if these ads reflect youth culture or could encourage underage gambling.
Recently, the ASA approved the first aired TV advertisement featuring Chris Rock, a renowned comedian, who has been chosen as the brand ambassador for sports betting provider DraftKings' partner, BetMGM. The advertisement, aired on 4th October 2023, features Chris Rock in Las Vegas, promoting BetMGM's casino offer.
The advertisement, which bears the slogan "We're BetMGM and we know how to put on a show," shows Chris Rock spinning a football on his finger and riding in a boat with a lion past the Bellagio Las Vegas Casino Resort. BetMGM has responded to a complaint regarding the advertisement, providing an explanation for the choice of Chris Rock as advertising ambassador, stating that his primary audience is adults and that the scenes from the advertisement in Las Vegas would not particularly appeal to minors.
This approval comes amidst ongoing debates and controversies in the UK regarding celebrity-focused gambling advertisements. The UKGC has been enforcing licensing compliance and has recently delayed the implementation of new restrictions on incentives and promotions to give operators time to adapt. The government is also phasing out gambling sponsorships in top-tier sports like the Premier League, reflecting broader concerns regarding gambling advertising's societal impact.
In Germany, similar regulations are in place. German goalkeeper Oliver Kahn, a well-known TV and platform advertising face for gambling provider Tipico, ended his collaboration when he joined FC Bayern Munich's board of directors.
These regulations and debates illustrate a stringent and evolving landscape governing celebrity gambling advertisements in the UK. As the industry continues to evolve, it will be interesting to see how these regulations shape the future of celebrity endorsements in gambling advertisements.
- What is the primary audience for theBetMGM casino games advertised by Chris Rock, given the scenes from the advertisement in Las Vegas and the explanation provided by BetMGM?
- As the line between acceptable and questionable practices in gambling advertisements continues to be debated in the UK, how might the future of celebrity endorsements in the gambling industry look, considering the evolving regulations governing such advertisements?
- In light of the ongoing discussions and regulations surrounding celebrity-focused gambling advertisements in the UK, what might be the societal impact of sports-betting promotions featuring renowned celebrities, such as Chris Rock, and their potential influence on the gambling culture, especially in cities known for casino-and-gambling entertainment like Las Vegas?
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