MrQ’s “realistic” online casino ads spark controversy
MrQ says its rebrand is intended to “deglamorise gambling”
UK.- Gambling ads are often accused of glamourising the activity or promoting an unrealistic picture of gaming as a potential source of riches. But a British online gambling operator has just found itself criticised for attempting to do the complete opposite.
MrQ has attempted to explain itself after the British train service National Rail rejected a risque campaign that was intended to support the gaming operator’s rebrand. The adverts were designed to connect to the brand’s new tagline “The Casino You Love To Hate” by offering more “realism” in how they depict gambling.
Captions on the rejected out-of-home posters were intended to depict the realities of gambling, through phases like “From Jackpot to Jacksh*t”, “Only want to play if you’ll win? Grow up.” and “Want to win every time? Play a vending machine.”
National Rail rejected the ads on the grounds that they breached CAP rule 16.3.9, which prohibits gambling marketing communications from portraying gambling in a context of toughness or linking it to resilience or recklessness.
MrQ has argued that the pieces weren’t intended to do that. Rather, it says they discourage unrealistic expectations rather than glamorise risk. It says its rebrand seeks to promote a more human and transparent reflection of player experience by normalising the fact that players will not win consistently and that gambling involves variable outcomes.
It added that the “Grow up” was meant to remind players that gambling is an activity for adults that requires an understanding of losses.
Chief marketing officer Adam Ryan said: “The creative executions actively discourage reckless play and undermine unrealistic expectations in line with what rule 16.3.9 is designed to prevent. MrQ believes in being open and honest with their players, and building trust in the relationship, not hiding behind generic corporate disclaimers.”
