A complaint regarding Betfair’s promotion of a gambling product via radio has been dismissed by the UK’s Advertising Standards Authority (ASA).
The ASA received a complaint about an advertisement for Betfair’s online casino, reportedly aired on Radio X at around 8am on September 3, 2024. Concerns were raised that the timing might allow children to hear it.
In response, the ASA sought clarification from PPB Entertainment Ltd, operating as Betfair, regarding this issue.
Betfair clarified that the ad was approved by Radiocentre, with the stipulation that it should not be broadcast on stations typically appealing to listeners under 18.
The statement noted that Radio X focuses on current and classic rock, indie, and alternative music, excluding pop and new releases.
Betfair argued that these programming choices suggest the station’s audience is primarily between 25 and 44 years old. They supported this claim with third-party market research data, indicating 88% of Radio X listeners are over 25.
Moreover, the ad aired during ‘The Chris Moyles Show,’ hosted by a former Radio 1 DJ, which Betfair claims would primarily attract an adult audience already familiar with his previous work.
Radiocentre corroborated that the ad complied with scheduling guidelines and was targeted at mobile device users identified as 25 or older.
The ASA reviewed additional data from the Radio Joint Audience Research (RAJAR), which revealed that listeners under 18 made up only a small fraction (6%) of the station’s audience during that period.
Consequently, the ASA did not uphold the complaint, concluding that no further action was needed.
