The Advertising Standards Authority (ASA) has dismissed a complaint filed against Betfair Casino regarding a radio advertisement for its Prize Pinball game that aired in September.
The sole complaint suggested that the commercial’s timing was inappropriate, as it might have been heard by children. The ad was broadcast around 8am on September 3 during *The Chris Moyles Show* on Radio X.
In response, PPB Entertainment Ltd, operating as Betfair, stated that the advertisement had been approved by Radiocentre, following guidelines that stipulate it should not air on stations targeting those under 18.
Radiocentre, representing over 40 stakeholders with 278 licensed UK radio stations in its fold, acts as the commercial radio industry’s standards body.
Betfair considered the station’s audience demographics when selecting the ad’s time slot, noting that 88% of Radio X listeners are over 25, based on third-party market research data.
Betfair also pointed out that Moyles gained fame for hosting *The Chris Moyles Show* on BBC Radio 1 from 2004 to 2012, suggesting that his fan base is predominantly over 25, especially since the show moved to Radio X under the same name in 2015.
Additionally, Betfair stated that the advert was programmatically directed at users registered as 25 or older on their devices.
The Prize Pinball promotion was not aired on traditional radio; however, Betfair acknowledged that children could have heard the ad, though only if they listened on a device linked to an account registered as 25 or older.
Radiocentre confirmed the advert adhered to scheduling guidance, supplying the ASA with a script clearance document indicating the ad should not air around content aimed at those under 18.
Global, Radio X’s parent company, also affirmed the ad’s clearance by Radiocentre, explaining that the complaint stemmed from hearing Betfair’s ad on their digital platform via the Digital Ad Exchange (DAX), where it was programmatically targeted.
Global emphasized the advert’s targeting at those aged 25 and over, backed by Radio Joint Audience Research (RAJAR) data.
Consequently, the ASA concluded that the advert did not violate BCAP Code Rules 1.2 (Social Responsibility) and 32.3 (Scheduling), recognizing that it targeted accounts registered as 25 or older.
The regulator noted that the ad was heard through a smart speaker, yet its broadcast time at 8am on a weekday—when under-18s might be preparing for or traveling to school—necessitated a review of RAJAR data.
RAJAR figures indicated that only 6% of the audience at the broadcast time was under 18.
The ASA commented: “We also understand that typically, 88% of Radio X listeners are over the age of 25.
“We found the scheduling advice given by Radiocentre appropriate, and it was applied responsibly by the broadcasters, given the minimal proportion of under-18 listeners.”
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