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ASA Receive Five Complaints About Virgin Games Ad


23 May 2017

When it comes to rulings issued by the Advertising Standards Authority (ASA), often it is just one that has led to an advert or email being investigated.

This was not the case about a TV ad for Virgin Games that was on television in December 2016 and January 2017. A total of five complaints, covering three different issues, were received.

The Virgin Games Ad

We recently saw a different version of the same advert with the #LiveALittle and thought it was quite good and both star Vladimir, a vampire.

In the offending commercial, which you can see below, you can see him brushing his vampire teeth as he introduces himself through the voiceover. He goes on to say how he is a bored vampire.

The next scene looks like one that is typical in many homes. Vlad is slouched on the couch with his feet on the table watching TV with the curtains drawn. His wife/partner/girlfriend comes in and opens the curtains a little, he hides behind the cushion.

Watch the commercial by clicking the link below to see it for yourself.

The Complaints About The Virgin Games Ad

  • Two of the five complaints felt that the ad suggested that gambling would make life more thrilling.
  • Two felt that is encouraged people who were suffering financial hardship to gamble.
  • The last thought the ad showed gambling in a light-hearted way to alleviate boredom.

The BCAP code that each felt the ad breached is:

17.3.1 portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm

The full adjudication can be read here but common sense prevailed and none of the complaints were upheld by the ASA.