Dribble Media chastised for esports betting ad
The British Advertising Standards Agency has concluded that a Dribble Media esports betting ad that appeared on Facebook was socially irresponsible.
UK.- The Advertising Standards Agency has upheld a complaint against Dribble Media for an advert that promoted esports betting on CS:GO.
The watchdog had received a complaint that said the ad, which was published on September 18, encouraged problem gambling behaviour.
The ad showed the text “Top tier esports for UK games … Crazy odds Huge Wins Blitz pay-outs” alongside an image of a tweet that read “I’m so hooked on CS:GO bets rn I’ve been making the craaaaaziest calls”.
The ASA found the ad breached the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code) rules 1.3 on responsible advertising and 16.3.1 in on gambling.
It noted that the code states that marketing communications must not portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm.
It found that the reference to being “hooked on CS:GO bets” showed addiction to gambling in a positive way, condoning and encouraging problem gambling behaviours.
It added that the phrase “making the craaaaaziest [sic] calls” recklessly showed betting in a positive light and in a way that could cause financial, social or emotional harm.
Dribble Media said the ad was created by a third-party which had not complied with its policies for social media ads. It said the advert had been removed and that it would not work with the third party again, but the ASA said Dribble Media was ultimately responsible for its advertising.
The agency ordered Dribble Media not to portray, condone or encourage socially irresponsible gambling behaviour or behaviour that could lead to financial, social or emotional harm in future ads.
In the last month, the ASA has upheld complaints against Paddy Power for offering “risk-free bets” and against 888’s 777 for using a misleading countdown clock.
