March 8, 2016

An internet display ad for the betting company FanBet included text set out in three different frames. Two of those stated “THE #1 WAY TO IMPROVE YOUR BETTING” and “LEARN HOW TO WIN!”.  The other showed the text “SAVE YOURSELF” and a silhouette of a man hanging from a rope by his neck.

The ASA found that the ad created an association between gambling and suicide that was irresponsible in a gambling ad.  It was also concerned that the ad presented suicide in a light-hearted way and suggested that continued gambling could address previous poor results, and/or associated suicidal feelings, in particular because consumers affected by such issues might be vulnerable.  Since the ad was likely to cause serious offence, in particular to those affected by suicide, mental health conditions or gambling problems, the ASA concluded that the ad breached  CAP Code rules 4.1 (Harm and offence) and 16.1 (Gambling).  To read ASA Ruling on FanBet (2 March 2016), click here.