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Wednesday, April 23rd, 2008

Banned Gaming Adverts

Paddy Power, InterCasino breach ASA code. Paddy Power and InterCasino have become the first gaming companies to fall foul of ASA rules since televised advertisements for gambling products and services were made legal last year.

Online gambling provider InterCasino, whose series of four ads featured two people of restricted growth, dressed in various gambling-related costumes, with a voiceover commentary in mock Japanese game show style, were accused of appealing to children and young people.

Clearcast, the industry body which clears ads for transmission, maintained that the ads were not aimed at juveniles or adolescents or associated with youth culture.

But the ASA concluded that all four ads should not be shown again.

Meanwhile, bookmaker Paddy Power's ad, which featured a short man in the back of a stretch limousine, holding a glass of champagne and a cigar, flanked by two glamorous looking women with on-screen text stating: "Who says you can't make money being short?" was criticised for irresponsibly linking gambling to seduction, sexual success and enhanced attractiveness.

Although London Capital Group, Paddy Power's owner, maintained that the ad was a play on words, it has withdrawn the ad from all UK media outlets and was told by the ASA not to repeat its approach.

Peter Marcus, spokesman for InterCasino, said: "It's a shame that some people can't see humour when it's put in front of them. We'll continue, through advertising and other marketing channels, to try to entertain our customers in a way that our competitors don't. This is a very unusual and surprising ruling from the ASA given that it has not received any public complaints regarding the advertisements which have been on air since September 2007."

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