A complaint was raised with the Advertising Standards Authority (ASA) regarding a Betfair advertisement aired on Radio X on September 3rd. The main issue concerned whether the advertisement’s timing allowed it to be heard by children.
### Betfair Advertisement Geared Toward Adults Over 25
PPB Entertainment, a division of Flutter Entertainment responsible for Betfair, addressed the complaint by denying any breach. They stated that the advertisement had received clearance from Radiocentre, which oversees commercial radio guidelines.
According to Radiocentre’s guidance, gambling advertisements should not be aired on channels that predominantly target listeners under 18 years of age. Research showed that 88% of Radio X’s listeners are over 25, classifying it as suitable for such ads.
PPB Entertainment also mentioned that the advert aired during “The Chris Moyles Show” on weekday mornings. Given Chris Moyles’ previous tenure at BBC Radio 1, it was noted that his audience likely followed him to Radio X, implying they are predominantly over 18.
Additionally, the advertisement was programmatically targeted to audiences aged 25 and above based on registered user information on mobile devices. It was emphasized that the advert did not air on traditional linear radio. To underpin this, PPB presented RAJAR data reflecting audience demographics during the broadcast period.
Radiocentre had also reviewed and approved the script for the Betfair advertisement, ensuring it complied with existing guidelines.
### ASA Rules in Favor of PPB and Betfair
Upon review, the ASA evaluated PPB’s response alongside the standards outlined in the UK Code of Broadcast Advertising (BCAP Code), which mandates strict timing for ads that could potentially impact children. Online gambling falls under this provision.
The ASA noted that the complainant heard the advertisement via a smart speaker, which would require the listener to be registered as over 25, thereby targeting the appropriate audience with the advert.
Despite these measures, the ASA acknowledged that listeners under 18 might have been present, given it was aired on a weekday morning, potentially before school. Consequently, the ASA examined RAJAR data for the relevant timeframe.
The RAJAR analysis disclosed that only 6% of listeners were under 18, while 88% were over 25. With these figures, the ASA found that Radiocentre’s scheduling advice was suitably followed.
Ultimately, the ASA concluded that the Betfair advertisement did not contravene BCAP Code Rules 1.2 about social responsibility or 32.3 regarding scheduling. Therefore, PPB and Betfair were cleared of any misconduct in this matter.
