The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), prohibited a commercial from the internet gaming platform 21.co.uk. The ASA determined that the 30-second advertisement, which showcased the game of blackjack, excessively emphasized skill.
Initially broadcast in March 2017, the advertisement depicted a blackjack participant dressed formally, deeply considering his wager as a voiceover stated: “His heartbeat accelerates. His physique remains motionless. Strategizing. He’s engaged in this hand previously. Sentiment versus intellect. Intuition versus rationality. He finalizes his decision. He dictates his fate.”
The ASA contested the advertisement on two grounds. Firstly, they questioned if the assertion “he dictates his fate” suggested that gambling involved expertise rather than chance, thereby deeming it socially irresponsible. Secondly, they deliberated whether the advertisement depicted gambling in an “unyielding scenario”.
Despite 21.co.uk’s argument that blackjack is a strategic card game and that “dictating your fate” is a prevalent idiom alluding to the favorable influence of practice on a player’s likelihood of triumph, the ASA held firm that the advertisement was irresponsible.
Moreover, while the ASA acknowledged that the man did not exhibit “overt physical attributes of resilience”, they upheld the second objection. They reasoned that “spectators would comprehend that he was displaying mental fortitude or tenacity within the framework of him wagering a substantial sum of money on a solitary hand.”
Although one grievance regarding the promotion didn’t resonate with the UK’s Advertising Standards Authority (referring to the one featuring the allegedly provocative pupil enlargement), another one hit the mark. Apparently, someone perceived the advertisement as promoting the notion that their tactics ensure victories, a significant transgression in the realm of wagering. The ASA concurred and instructed 21.co.uk to temper their claims and guarantee that subsequent advertisements refrain from exaggerating the efficacy of their methods.
