The use of cartoon characters, a giant doll and bright floating Lotto balls in a daytime TV advert for gambling has seen Jackpot City fall foul of the advertising code.
The Advertising Regulatory Board’s directorate was called on to consider a complaint against the advert laid by a consumer who was offended by its morality and ethics and the impact it might have on minors.
The complaint relates to a 30-second television commercial aired on SABC2 at 10.21am on July 22.
The advert shows a woman walking into a coffee shop and looking at her phone which shows the Jackpot City website, with a ‘Play Now’ button. She clicks on it and the coffee barista turns into an animated leprechaun, nudging her to look outside.
The woman steps outside and walks into a world of fantasy with planes flying overhead and the floor turns into a colourful depiction of casino games. The woman is shown running through the magical scenery and the commercial ends with the tagline “more moments of wow, Jackpot City”.
The directorate noted that the complainant felt the advert was unethical and raised the possibility that it might have adverse effects on the socioeconomic and psychological state of child viewers, as it was flighted during the day and appeared to directly target kids.
Jackpot City responded that it was licensed and regulated, and all its advertising complied with all standards set out by relevant authorities. They also included the use of mandatory wording and disclaimers.
In considering the advert, the directorate noted that it featured a leprechaun character with animated elements. The setting was colourful and fantasy-like, including floating Lotto balls and dice, a giant doll and a general feeling of extreme magic and fantasy. This was aggravated by the warning that “no persons under the age of 18 are permitted to gamble” appearing briefly, at the end of the commercial in a tiny font.
“The advertiser did not choose a theme that appeals to adults who are looking to gamble in a safe and responsible manner. Instead, by selecting bright, attention-grabbing visuals in this fantasy setting, the advertising appeals to minors,” the directorate found.
It noted that Jackpot City had also not provided any reasoning or rationale for the use of toys and imagery in the commercial, and though it complied with the mandatory wording and disclaimer requirements, it failed to address the concern that it was promoting gambling to children.
The directorate ordered Jackpot City to withdraw the advert immediately, and instructed industry members not to accept the advert in its current form.
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