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32Red Casino Dodge An ASA Bullet


17 Oct 2018

If you’re a keen Saturday Night Takeaway fan and a casino player, then the chances are that you will have spun the reels of the slot themed around the popular TV show.

32Red Casino were advertising the slot on television, and do so intermittently, but their commercial recently attracted a single complaint to the Advertising Standards Authority (ASA).

The complainant felt that the advert was irresponsible because it linked gambling with the TV show and that would hold appeal to under 18’s. The ASA on the other hand felt differently, and the complaint was not upheld!

32Red Casino Respond To Complaint

As we all know, at least those of us that watch the show, it has appeal to a wide range of age groups and 32Red responded to the complaint by providing the ASA with Broadcasters Audience Research Board (BARB) data for the show.

This proved that from 2017 to 2018 the average BARB index was 90 and no single show had indexed at over 120. Of course you would have to fully comprehend the BARB index to know this, but 32Red state that an index over 120 indicates particular appeal to those under the age of 18.

They also referenced the age of Ant and Dec and the range of shows that they present, not of which had particular appeal to youth culture.

Other factors that were used in the response where that whilst the presenters had particular appeal to under 18’s in the 1990’s (we remember Byker Grove and Let’s Get Ready To Rumble), they are now in their 40’s and are more established as comedy presenters so their appeal is more general.

The ASA Assessment For The 32Red Casino Advert

The ASA investigated the ad under the BCAP Code below:

be likely to be of particular appeal to under-18s, especially by reflecting or being associated with youth culture

and rightly found that the commercial was not in breach so the complaint was not upheld.

You can read the full complaint and assessment of the 32Red Casino by the ASA here.

32Red Casino Saturday Night Takeaway Advert

You can watch the commercial by clicking the image below: