Ad description
A TV ad for LeoVegas Gaming Ltd seen on 25 July 2016 featured a man returning to the beach holding two ice creams, to find that his friend had left. The camera cut to the words “Gone to Vegas” written in the sand. The friend was shown playing roulette on his phone in a café. The voice-over stated “With 50 free spins to get you rolling, there’s only one mobile casino that gives you that real Vegas feeling- LeoVegas. Join today and go to Vegas whenever you like. LeoVegas, King of mobile casino”. On-screen text stated “LeoVegas.com King of Mobile Casino 50 Free Spins #GoneToVegas”.
Issue
A viewer objected that the ad was socially irresponsible, because they believed it portrayed gambling as taking priority in life.
Response
LeoVegas Gaming Ltd said that they did not agree that the ad was socially irresponsible. They stated that the ad made references to gambling in a situation where the man was on vacation or had free time and had chosen to spend this time on entertainment services. They stated that the ad did not convey that gambling should be prioritised over friends or family, nor did it suggest that it was an alternative to work. They said that there was no comparison or hierarchy of priorities presented within the ad. They stated that they would be removing the ad.
Clearcast said that the ad suggested one of the friends had gone to buy ice cream and the man left on his own decided not to wait on an empty beach on a cold grey day. They said that the protagonist was shown to move to a local café, which was within eye line of where he was sitting on the beach. Clearcast stated that there was no suggestion that the protagonist was hiding or had any intention of leaving his friend on his own and it would be reasonable to assume that the friend would have called the mobile phone he was using to find out where he was waiting, if he didn’t spot him through the window.
Clearcast stated that they did not agree that the ad portrayed a socially irresponsible situation and they did not agree that his choice to move indoors suggested that gaming took priority in his life or over his friend.
Assessment
Not upheld
The ASA noted that the ad depicted two friends at the beach on a blustery day and, while one had gone to get ice cream, the other left to play roulette on his mobile phone in a nearby café. We considered that the ad did not necessarily indicate that gambling had taken priority for the second man over spending time with his friend, as he was shown to be in close proximity to the beach and had left a message for his friend who had gone to get them some ice cream.
We understood that the setting of the ad, a day at the beach, would not generally be considered as an everyday or typical occurrence and in this context, the man was shown to be gambling during his free time and not at home or within the workplace. We therefore considered the ad did not portray gambling as taking priority in life or over any other commitments. We concluded that the ad was not irresponsible and did not breach the Code.
We investigated the ad under BCAP Code rules 1.2 1.2 Advertisements must be prepared with a sense of responsibility to the audience and to society. (Social responsibility) and 17.3.4 17.3.4 portray gambling as indispensable or as taking priority in life; for example, over family, friends or professional or educational commitments (Gambling), but did not find it in breach.
Action
No further action necessary.
