A new marketing campaign that kicked off last month at Ladbrokes has resulted in complaints to the Advertising Standards Authority (ASA) despite the inclusion of a responsible gaming message.
“The Ladbrokes Life” campaign is centered around five types of bettors, each with their own leanings toward how to wager successfully. While the bookmaker cites the fact that the adverts have been received as “overwhelmingly positive,” critics have been quick to point out that the marketing endeavor tends to glamorize gambling.
Ladbrokes representatives defended the advertisements, stating that perhaps the public was taken aback by the new campaign because it deviates from the norm with regard to what customers have come to expect from other bookmakers.
Our challenge was to rise above the general noise in the market,” Ladbrokes retail marketing director Andy May told The Drum. “We’re already delivering dramatic improvements in our products and services, and it’s time to make a real statement and say to customers that Ladbrokes understand you, knows what you like and how you bet.”
Ladbrokes has been making book for over a century and is highly cognizant of the clientele it attracts. That is reflected in featuring five kinds of bettors, labeled as The Professor, Generous John, Gut Truster, Mr. Brightside, and The Believer.
The ASA has not taken kindly to adverts that tend to push the envelope, so to speak. Paddy Power, 888 and Mr. Green have all felt the wrath of the ASA for previous marketing campaigns. But Ladbrokes is standing firm regarding Ladbrokes Life.
There appear to be a few people who have had a sense of humour failure regarding our new campaign,” a Ladbrokes spokesperson told eGR. “The fact that the campaign includes the first ever TV ad that is dedicated to a responsible gambling message appears to have been ignored. We trust the ASA will dismiss the complaints in due course.”