The advertisement for Betfair flaunted a photo of a young woman with the tagline “Online experience is measured in games, not years. Join the new breed. Annette_15″.
“It was likely to have particular appeal to children and young people, and that, by representing a successful young poker player with the implication she was 15 years old, it could encourage young people to gamble and was therefore irresponsible” as the Advertising Standards Authority (ASA) has ratify a complaint against Betfair's online gambling ad.
The advertisement was sent out in an email for an online poker site and pointed out that Annette Obrestad, who is genuinely a 20 years old and a poker champion. “Annette_15” is her online nickname.
The ASA says Betfair's advertisement using World Series of Poker Europe winner Annette Obrestad might confuse children because it uses her online ID, "Annette_15."
The ASA also challenged the ad as contrary to a Committee of Advertising Practice code which states no one under 25 can appear in a gambling ad in the UK.
Betfair argued it did not target its marketing at under 18-year-olds, Obrestad is currently 20, and won the WSOPE at age 18. But the ASA's written requirements demand all persons appearing in gambling marketing be at least 25.
Betfair responded that Obrestad was chosen because of her standing as a poker professional and champion who had had a profound effect on the game. The online gambling operator precluded her young age was in any way a factor in her selection.
Despite claiming it would effect Obrestad's dexterity to extract earnings from sponsorship deals, Betfair stated a comprehensible instructions that had been given to its marketing department not to use her again in marketing material directed at UK consumers.
"We noted the code stated that no one under 25 years of age should be featured gambling in a marketing communication, or playing a significant role, Because Ms Obrestad was 20 years old and because, as a professional poker player, she played a significant role in gambling in the ad, we concluded the ad breached the provisions of the code." Said the ASA.
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