The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), raised concerns about a promotional campaign by the internet gaming platform 21.co.uk. The advertisement, showcasing a well-dressed blackjack participant making strategic decisions, was criticized for overemphasizing skill instead of chance.
The narration, replete with phrases such as “He commands his fate” and depictions of a struggle between “feeling and reason,” did not resonate well with the ASA. They perceived it as implying that players could influence the results of games, which are ultimately determined by random events.
21.co.uk countered that blackjack does incorporate strategy and that the expression “commands his fate” was merely a common figure of speech. Nevertheless, the ASA maintained that the advertisement could be perceived as irresponsible and promote a distorted perception of gambling.
Further intensifying the situation was the advertisement’s portrayal of the player. Although not physically imposing, the ASA believed his concentrated composure under duress could still imply that gambling is an activity demanding and rewarding mental fortitude.
The United Kingdom’s Advertising Standards Authority (ASA) dismissed another element of the public’s grievance regarding a gambling advertisement. Viewers were disturbed by the depiction of a man’s pupils dilating, as if to imply the addictive thrill experienced by gamblers.
The ASA essentially responded, “No, the man’s demeanor is completely relaxed. There’s nothing in the advertisement that suggests he’s about to lose control.”
However, the ASA did mandate that the advertisement cannot be broadcast again in its present form. They cautioned 21.co.uk against heavily emphasizing the “strategy” aspect in their future advertisements.
