ASA withdraws pool betting advertisement

30 March 2006

The Advertising Standards Authority (ASA) has ordered print advertisements for ThePool.com, an online betting site, to be withdrawn with immediate effect. The ASA is investigating a complaint from a member of the public that the ads appeal to 16 and 17 year-olds. The non-broadcast advertising code prohibits gambling ads being directed at people under 18.

Following the complaint, ASA Chairman, Lord Borrie QC, has taken the unusual step of exercising his powers to have the ad withdrawn from circulation pending the outcome of the investigation. The advertising code allows the ASA to take interim action and have ads amended or withdrawn pending investigation if it appears necessary to avoid harm.

The ads have appeared in the free daily newspaper Metro, in a men's lifestyle magazine and as a promotional leaflet. The ASA is concerned by statements in some of the ads, including: "Why wait 'til 18? Bet at 16" and "Make lots of money when your friends join too".  All the ads state: "Players must be 16 or over."

Pool gambling is legal for anyone over 16, but all print advertisements appearing in paid for space must comply with the non-broadcast advertising code.  The ASA will also investigate whether the ads breach the code clauses stating that advertising of gaming services should not encourage excessive gambling, exploit the young or immature or be prepared in a socially irresponsible manner.

The ads in question should remain out of circulation until the investigation has been considered by the ASA Council and its decision is published on our website www.asa.org.uk