Ladbrokes Overturns Iron Man Ban

ian bruce
Written by Ian Bruce
Published on Friday 19th May 2017, 1:06 pm
Posted in: Casino Legal


Casino Legal

Ladbrokes has successfully appealed against a decision made by the Advertising Standards Authority in August 2016 which effectively banned an email marketing campaign featuring the Marvel superhero Iron Man. The campaign was promoting the Iron Man 3 slots game from Playtech, and offered free spins, but someone complained to the ASA that the advertisement was irresponsible because it would be ‘of particular appeal to children’.


The ASA upheld the initial complaint, citing the fact that Iron Man, like most Marvel superheroes, atracts many younger fans. Ladbrokes stopped running the campaign in order to comply with the CAP code which governs non-broadcast advertising and marketing.

Ladbrokes followed up the decision by informing the ASA that their email offers are only ever sent to registered customers or interested parties who were over the age of 18. The company insisted the image of Iron Man used in the email was one that couldn’t be seen by anyone under the age of 18, which meant that the campaign itself couldn’t possibly appeal to children.

The betting company also said that the image used was adult themed, and pointed out that most Marvel fans were adults – a statement backed up by Comic Con attendance figures and Facebook demographics – with the majority being in the 18 to 37 age range.

The ASA considered the appeal and decided to reverse their earlier decision. ‘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,’ said the ASA’s official statement on the issue. 

‘Nevertheless, we noted that the ad was sent by email only to registered customers and others who had been validated as being over 18 years of age. Unlike other media that was not directed at children or young persons but that they could nevertheless be exposed to, we considered that in this instance Ladbrokes had targeted the email to ensure it was extremely unlikely that anybody under 18 years of age would see the ad.

‘Although the ad was likely to have particular appeal to children and young persons, we concluded that because the ad would not be seen by them, it was not irresponsible.’

You can play the Iron Man 3 slot at Ladbrokes Casino today.

Share this news story:



Related News Articles


Casino Legal

Woman Sues Casino for Jackpot Payout

A woman who won a slots jackpot worth just under $43 million (around £34 million) and was then told that the machine had malfunctioned, is suing the casino in which she was playing, as well as two other companies that were involved in creating and operating the game.

Monday 19th June 2017, 2:11 pm
Casino Legal

Table Tennis Star Suspended Over Casino Debts

A retired professional table tennis star has been suspended from his role as head coach of the national women’s team in China after it came to light that he is being sued for casino debts.

Wednesday 31st May 2017, 10:46 am
Casino Legal

Gibraltar Row Leaves Gambling Industry Between A Rock And A Hard Place

The future of Gibraltar has emerged as one of the key debates as the formal process of Brexit begins, leaving the United Kingdom’s gambling industry watching on with interest.

Monday 3rd April 2017, 12:38 pm



Gamble.co.uk Facebook


You first need to login to Facebook to view this page because it contains age restricted content.


Go to Facebook and Login
×