In an adjudication published today the Advertising Standards Authority (ASA) has ruled that a television ad promoting William Hill online bingo must not be shown again. Following seven complaints the ASA upheld those from three viewers who considered that the ad was harmful by apparently depicting a gambling addict who was attempting to conceal the problem from their family. In response William Hill (Gibraltar) argued that the ad was humorous and did not portray, condone or encourage socially irresponsible behaviour or behaviour that could lead to financial, social or emotional harm.

Clearcast is the company responsible for the pre-transmission examination and clearance of television advertisements. As part of their licensing agreements with Ofcom, broadcasters are required to clear advertising before it is broadcast and advertisements transmitted on UK terrestrial and satellite channels should be submitted to Clearcast for approval. Clearcast is owned and funded by eight commercial broadcasters all of whom are represented on Clearcast’s board. Other broadcasters using Clearcast for clearance pay individually for Clearcast’s services.

Commenting on the William Hill ad, Clearcast said they had considered it very carefully but had concluded it was acceptable. They believed the ad, portraying a woman moving the hands of a kitchen clock forward to speed her husband’s departure so she could get online to play bingo, had a lighthearted and playful tone. The ASA disagreed with the William Hill and Clearcast arguments in favour of the advertisement.

The ASA considered that, by implying that the woman was desperate to play online bingo and needed her husband to leave the house immediately to enable her to do so, the ad portrayed and condoned gambling behaviour that could lead to financial, social or emotional harm. It also considered that, because it portrayed gambling as indispensable and taking priority over the woman's family, the ad condoned gambling behaviour that was socially irresponsible. (E-05.28.08)

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