Marketing / Ladbrokes warned over email advertising featuring Memphis Depay
Ladbrokes warned over email advertising featuring Memphis Depay
11 November 2015
Bookmaker Ladbrokes has been warned about featuring young sports stars in its advertising after emailing a photo of the Manchester United player Memphis Depay.
An email offering a money back offer on a bet showed a photo of 21-year-old Depay sitting on a football pitch.
A reader complained that the ad was irresponsible for prominently featuring Depay.
Ladbrokes acknowledged that the use of Depay’s image in the context of an email was not acceptable, and said they had reminded their marketing team of their obligations under the advertising code.
The Advertising Standards Authority (ASA) said: “The ad featured the sole image of Memphis Depay who was under the age of 25 at the time the ad was seen, and we therefore considered that he played a significant role in the marketing communication.”
It ruled that the ad was irresponsible and said it must not appear again in its current form.
The Committee of Advertising Practice (CAP) code says that no-one who is, or looks to be, under 25 can be featured playing a significant role in marketing communications for gambling companies, other than on an operator’s own website.
Last month the ASA censured social media posts by Coral, Bet365 and Totesport for featuring an image of someone under the age of 25 as part of ongoing work to ensure gambling ads stick to strict rules designed to protect young people.
Photo from Martin Rickett / PA Wire