The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), prohibited a promotion from internet gaming platform 21.co.uk for implying that strategy carries more weight in blackjack than it does in reality. The advertisement, which appeared in March 2017, featured a focused blackjack participant in formal attire contemplating whether to draw another card. The narration dramatically stated: “His pulse quickens. He remains composed. He strategizes as he shuffles. Emotion versus intellect. Intuition versus reason. He makes his selection. He controls his fate.”
The ASA objected to two elements of the commercial. Primarily, they contended that the phrase “He controls his fate” insinuated that gambling was more about skill than chance, rendering the advertisement irresponsible. Additionally, they questioned if the advertisement depicted gambling in a “high-pressure environment.”
21.co.uk justified the advertisement, asserting that blackjack does involve strategy and that “controlling your fate” is a common expression about taking charge and making choices. They maintained that practice can enhance a player’s likelihood of winning. Nevertheless, the ASA held firm that the advertisement was irresponsible, as it could misguide viewers regarding the role of luck in gambling.
Although the ASA acknowledged that the man in the advertisement did not exhibit any overt “toughness,” they upheld the second grievance. They reasoned that viewers would likely perceive the scenario as one demanding mental strength and resilience, considering the significant stakes and potential hazards involved.
The promotional material ignited debate, with a segment of the audience expressing concern that the depiction of the man’s enlarged pupils implied a sense of elation linked to compulsive gambling. However, the regulatory body responsible for advertising ethics did not deem this contention persuasive.
The authority highlighted that the individual featured in the advertisement presented a composed and self-possessed demeanor, and there was no indication to suggest he was behaving rashly or recklessly.
In the final analysis, the advertising authority opted to prohibit the advertisement from further circulation in its present format. They also recommended that the company exercise caution in future marketing endeavors to avoid overemphasizing the significance of strategic thinking.