ASA Dismisses Complaint Against Betfair’s Radio Advertisement

The complainant argued that the advertisement, heard during the morning timeslot, might have reached underage listeners. ASA subsequently sought clarification from PPB Entertainment Ltd, trading as Betfair, regarding its compliance with advertising guidelines.

Betfair’s Defense and Evidence

Betfair stated that the advertisement had been pre-approved by Radiocentre, a body responsible for vetting radio ads, with specific conditions ensuring it would not air on stations primarily catering to under-18 audiences. The company emphasized that Radio X, known for its rock, indie, and alternative music, predominantly attracts an audience aged 25 to 44.

Betfair provided third-party market research to substantiate its claim, revealing that 88% of Radio X’s listeners are over 25 years old. Moreover, the advertisement aired during The Chris Moyles Show, a program helmed by a former BBC Radio 1 DJ, further indicating an adult-oriented demographic.

Radiocentre corroborated Betfair’s approach, confirming that the advertisement programmatically targeted individuals identified as being 25 or older through registered mobile devices.

ASA’s Findings

The ASA reviewed additional data from Radio Joint Audience Research (RAJAR), which showed that only 6% of the audience at the time of the ad’s broadcast were under 18. Based on this evidence, the ASA concluded that the advertisement was unlikely to have been targeted or disproportionately exposed to children.

Given the presented data and the measures taken by Betfair to comply with advertising regulations, the ASA determined that no further action was necessary, effectively dismissing the complaint. The case underscores the role of demographic analysis and scheduling protocols in ensuring responsible advertising practices in the gambling sector.