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Ladbrokes ad complaints rejected

19/12/2007

The advertising watchdog has knocked back complaints that adverts for Ladbrokes featuring football pundits are irresponsible.

The Advertising Standards Authority (ASA) says the televisions adverts, in which Ally McCoist, Chris Kamara, Ian Wright and Lee Dixon are portrayed as builders, do not link gambling with toughness or encourage children to gamble.

Four complainants, including the ASA itself, voiced concerns over two adverts for the bookmaker.

In one former Scotland striker McCoist accuses BBC1 pundit Wright of being 'all talk' and urges him to "put a few quid on" his Premier League predictions.

"Well I am going to, I'm going to have a cheeky punt, because I put my money where my mouth is," Wright replies in the ad before pointing at a Ladbrokes shop.

The end of the ad, which also features Sky presenter Kirsty Gallacher and Jimmy Hill dressed as a waitress and a chef respectively, is accompanied with the voiceover: "Ladbrokes: Everybody's got an opinion, what's yours worth?"

In its defence Ladbrokes "strongly denied" suggestions its adverts were irresponsible, insisting it took its social responsibilities "very seriously".

The bookmaker said the adverts were intended to be light-hearted affairs featuring "good honest blokes who liked nothing more than a bit of friendly football banter".

A statement explained the adverts "did not portray a glamorised world designed to suck in the young and vulnerable with promises of recognition, admiration and peer acceptance".

Ladbrokes added older footballers had been chosen to intentionally appeal to people in their 30s and not young people and children.

The ASA agreed with the firm's claims and ruled no further action was required.