The United Kingdom’s advertising regulatory body, the ASA, recently addressed concerns regarding a BetMGM commercial featuring comedian Chris Rock. The advertisement, launched on October 4th, 2023, showcases Rock in various scenarios – for instance, rotating a globe – accompanied by the slogan “We’re BetMGM, and we understand entertainment.”
Certain individuals expressed disapproval, apprehensive that Rock’s presence might be excessively appealing to minors, a violation of advertising regulations.
BetMGM promptly defended their selection of Rock as their spokesperson. They contended that his career, primarily focused on stand-up comedy and roles in mature-rated films, would not particularly resonate with individuals under 18.
They did acknowledge his voice acting in family-oriented productions like “Madagascar” but dismissed it as outdated and inconsequential.
To bolster their argument, they highlighted that Rock’s social media audience consists predominantly of adults, with a negligible number of minors.
Lastly, they emphasized the advertisement’s overall atmosphere – the adult contexts, the Las Vegas allusions – as further evidence that it would not attract underage viewers.
The UKs advertising watchdog, the ASA, investigated this particular advertisement following complaints. They determined that the advertisement did not violate any regulations and chose not to pursue further action.
Essentially, the ASA recognized that while the company featured in the ad might be somewhat recognizable to children, this recognition wouldn’t necessarily translate into an inclination towards gambling. Furthermore, the company’s targeting of a younger demographic had not occurred recently.
In conclusion, the advertisement received approval.