Steamy TV ad lands Coral in hot water
The ASA received a single complaint about the advert, which was first broadcast in January and is by DKLW Lowe, stating that using an attractive model in the ad linked gambling to seduction which is forbidden by UK advertising rules.
The advert has been banned and it will be no longer shown in its current form.
The ad shows two men sitting in a barber’s shop talking about betting on the horse racing. An attractive women wearing a midriff-baring jockey’s outfit, complete with boots and whip, walks into the shop.
She uses the whip to shut the man’s open mouth and holds up a sign advertising Coral’s Money Back campaign. She then suggestively leans over and points to the man’s mobile phone where he is using Coral’s betting app.
“Playing a seductive role”
After receiving a complaint the ASA ruled that the advert was inappropriately using seduction to promote gambling. They stated that “viewers would be likely to understand the men’s reactions to the woman’s presence as being signs of their attraction to her, rather than excitement at the odds she held up on a card at one point in the ad.”
They concluded that as Carly Baker, the model playing the role of the jockey, “represented the Coral Interactive brand and was shown playing a seductive role in the scenario” the advert “linked gambling to seduction and was therefore in breach of the Code.”
Coral hits back
Coral defended the advert by saying that it “did not consider that it linked gambling with seduction, sexual success or enhanced attractiveness”. It added that the female “did not flirt with or seduce the men and there was no suggestion that the men would be more attractive or sexually successful after betting.”
Coral described the female character as “completely unattainable” and therefore she made the male characters look foolish in a “gently humorous way” rather than seducing them. It also stated that she is “dressed in a manner fitting for a jockey.”
The gambling industry is no stranger to controversial adverts. Last week Ladbrokes came under fire for their new “Ladbrokes Life” campaign which lead to sixty seven complaints to the ASA on the grounds that it was glamorising the lifestyle of a gambler.