ASA raps LEBOM for “irresponsible” ad that encouraged drinking as well as gambling

The watchdog has upheld two complaints against the sports betting operator.

UK.- The UK Advertising Standards Authority has upheld complaints against two advertisements for the sports betting app, LEBOM. It says the ads on social media in April had encouraged socially irresponsible gambling behaviour as well as excessive drinking and, putting them breach of the UK Code of Non-broadcasting Advertising (“CAP Code”).

The ads in question featured a video of Tiktokker Mashtag Brady. In one, he and friends show how the sports betting app works. Mashtag commented “let’s get pissed” in the ad and discussed a “forfeit” for the person who ranked last on the group’s leaderboard in the App, plus a prize pot for the winner.

The group were then shown continuing to drink as the losing member walked through the bar in underwear. The ad finished with Mashtag Brady urging viewers to download the App. In the other ad, Mashtag drank shots whilst stating “Let’s go get absolutely f***** up”.

The complaints argued that the ads portrayed, condoned, or encouraged gambling behaviour that was socially irresponsible; and encouraged excessive drinking. Both complaints were upheld. 

LEBOM argued that its app was different from other gambling products due to shared social experience and said that it has in-built safeguards. It also suggested that including segments showing a “loser” committing a forfeit demonstrated the reality of gambling. However, ASA ruled that the ads irresponsibly linked gambling with improved recognition or self-esteem and the forfeit went further than just showing the emotion associated with losing. 

It also noted that the presence of alcohol in the ads was a prominent feature and found that they trivialised the risks of gambling while consuming alcohol. The ASA ordered that the ads must not appear again in the same form and told LEBOM to ensure that future ads did not portray, condone, or encourage gambling behaviour that was socially irresponsible, or encourage excessive drinking, making it clear that the rules of the CAP Code extend to all types of gambling products.

Also this month, the ASA rejected complaints against ads from Buzz Bingo and Mecca Bingo. It had been claimed that the ads could appeal to minors.