To be honest, Daily Star Wins is not a brand that we had even heard of before a visit to the Advertising Standards Authority (ASA) website last week.
Whilst their advert may have now been banned, it’s still generating free advertising because now the brand is in the news because of it!
Back in January of this year, Channel 5 broadcast a commercial for Daily Star Wins, a casino that is operated by Bear Group Ltd. The airing of the advert attracted one complaint to the ASA and it was this that resulted in the ban.
You can see the advert by clicking the link below
There were two parts to the complaint; one was from a member of the public who felt that the ad was sexist and objectified woman and found it offensive the other from the ASA itself. They suggested the commercial intimated that gambling could enhance personal qualities.
Each of these would be in breach of the following BCAP Codes:
Advertisements must not cause serious or widespread offence against generally accepted moral, social or cultural standards.
suggest that gambling can enhance personal qualities; for example, that it can improve self-image or self-esteem, or is a way to gain control, superiority, recognition or admiration
link gambling to seduction, sexual success or enhanced attractiveness
The full adjudication can be read here but whilst Daily Star Wins / Bear Group Ltd did try and defend the commercial, the ASA did not agree.
In the first instance they felt that ALL of the casino employees in the ad were female and that other than the two main characters, all of the people in the casino were also of the fairer sex.
The looks that passed between the men and the women were also noted to be appraising. The emphasis appeared to be on the physical attractiveness of the female casino employees to the two main characters.
This led to a breach of the 4.2 (Harm and Offence) BCAP Code.
The other part of the problem with the advert was that the ASA believed the commercial linked gambling to seduction and enhanced attractiveness. This was shown in the difference between the interaction between the staff in the bar and that of those in the casino with the two men.
In the bar only the barman paid them any attention, but in the casino, staff and other players took notice of them.
This led to a ruling that the ad breached the BCAP Codes 17.3.6 and 17.3.7.
The Daily Star Wins advert must not be shown in its current format again.