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- Advertising Standards Authority claims image from the film Iron Man 3 featured in mailers is designed to appear to children
- Bookmaker claims Comic Con data supports that most Iron Man 3 fans are adults
- Ladbrokes only sent mailer out to those 18 years or older
- Ladbrokes may request an independent review of the matter
The United Kingdom’s Advertising Standards Authority (ASA) has upheld a complaint against bookmaker Ladbrokes email advertising campaign that they say “appeals to children”.
The email in question featured an image from the film Iron Man 3, breaching rules that prohibit bookmakers from targeting children.
Ladbrokes said all its promotional emails were sent to registered customers or those known to be over 18. The company insists that most Iron Man fans are adults as per data on attendance at Comic Con fan events.
The bookmaker also claims its advertisement was “adult-themed”.
Despite mailer being sent out only to those 18 or over, the ASA still claimed they were in violation.
The ASA issued this statement: "We understood that Iron Man was a popular character that would appeal to many adults but considered its comic book nature, and the availability of various related toys, meant it was likely to have particular appeal to children and young people.
"We therefore concluded that the ad breached the code."
A Ladbrokes spokesman said: "We are aware of the ASA ruling and are now considering our options, including the possibility of requesting an independent review which is part of the ASA appeals process."
Ladbrokes features Iron Man in its online slots.
- Aaron Goldstein, Gambling911.com
