Sportsbet stung over betting-related “sexual success” portrayed in Australian ad
Flutter-owned firm targeted by Ad Standards’ Community Panel but bookmaker avoids two breaches of advertising code
Sportsbet has breached the Australian Association of National Advertisers (AANA) Wagering Advertising Code in relation to links between betting and enhanced sexual attractiveness.
In a decision handed down by the Ad Standards’ Community Panel, the Flutter Entertainment-owned operator was found to have breached the code in relation to a TV advert for the firm’s same game multi product.
The campaign depicts a punter sat on his couch, alone, before winning his bet. He is then transported to an awards ceremony where, alongside a woman, he is presented with the accolade for the “most outstanding same game multi”. The crowd then applauds as he gives an acceptance speech.
The Ad Standards’ Community Panel was alerted to the potential breach after a member of the public complained that the ad played “straight into a dangerous and false narrative of many gambling addicts”.
In its investigation, the body tried to establish if Sportsbet breached three points of the AANA Wagering Advertising Code: the promise of winning; sexual success or attractiveness; and pressure to gamble.
The Ad Standards’ Community Panel determined that the ad did not breach the promise of winning or pressure to gamble points of the code.
However, it did uphold the point around gambling relating to sexual success or attractiveness.
Detailing its reasoning, the panel said the transition from the man sitting alone on his couch, to being dressed in a tuxedo at the event with a woman next to him, portrayed a positive transformation of the man’s appearance and demeanour following a win.
Sportsbet vehemently denies breaching the three points in the code. Specifically concerning the point concerning sexual success, the operator said: “The advertisement contains no reference or element that links wagering with sexual success or enhanced attractiveness.
“Rather, as mentioned above, it depicts a punter placing a successful same game multi with Sportsbet and dreaming up a parallel between the emotions associated with that activity and those he might experience winning an award at a ceremony.
“Further, the absurd and unrealistic nature of the advertisement is exaggerated by the punter being inappropriately dressed at the ceremony in tuxedo shirt/jacket with football shorts and thongs [flip-flops].
“In that context, the advertisement is clearly a fictional analogy (underscored by the dream element) and promotes Sportsbet’s same game multi product through a humorous and harmless parody of the well-known Oscars ceremony setting.”
Sportsbet added that it has respected the decision and had pulled the plug on the ad.
However, the operator said it intends to request an independent review of the Ad Standards’ Community Panel’s decision as it continues to “strenuously” deny the ad contravened the AANA’s regulations.