The tough UK Advertising Standards Authority has been blamed for taking its
political correctness too far, after it ordered Ladbrokes gambling
operator to cease promoting its products through two new ads that appeared on
television in recent days.
The ads, related in tongue-in-cheek documentary style, show the tragic fates
of two thrill seekers who took their search for adrenaline thrills too far and
eventually met their demise while pursuing action. One of the thrill seekers
used a crisp packet as a parachute, and another jumped into shark infested
waters wearing a seal suit.
However, the tagline "Quench your Thrill Buds", somehow irked a viewer who
made a complaint to the Advertising Standards Authority who decided to pull the
ads from the UK media.
While ASA agreed that Ladbrokes had meant for the ads to be humorous and that
it was highly unlikely that viewers would go to the extremes portrayed in ads to
actually pursue their thrills, the association nevertheless stated that,
overall, the ads portrayed gambling as a tough-guy activity, and "linked it to
excessive risk taking and reckless behaviour."
Ladbrokes, has decided not to take what it considers a ridiculous ruling
lying down. The company has already appealed the decision with an independent
committee set up to oversee ASA rulings. The Managing Director for Ladbroke's
Remote Betting and Gaming division, John O'Reilly said: "Ladbrokes fully
supports the code of practice relating to gambling advertising but this ruling
is an example of political correctness going too far."
"We believe ads are compliant as they are humorous," continued O'Reilly, "and
show people in fantastical situations to which no one would aspire."
