The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), reviewed a BetMGM advertisement featuring actor Chris Rock.
The promotional spot, initially aired on October 4th, 2023, depicts Rock in a variety of scenarios, such as rotating a basketball on his finger, accompanied by the slogan: “We are BetMGM, and we understand entertainment.”
Apprehensions surfaced that Rock’s appearance might be overly enticing to individuals below the age of 18, a prohibited demographic in the realm of gambling promotions.
BetMGM justified their selection, emphasizing Rock’s professional background in stand-up comedy and movies intended for mature viewers, contending that this would not significantly resonate with minors.
They acknowledged his limited involvement in children’s animation, primarily the “Madagascar” series, but stressed that any association with those characters is no longer relevant and inconsequential.
Moreover, BetMGM cited Rock’s social media audience, which predominantly comprises adults, with a negligible proportion under 18.
The company also highlighted the advertisement’s sophisticated visuals and Las Vegas backdrop, further separating it from any allure to underage demographics.
The UKs advertising watchdog received objections regarding a promotion starring Dwayne “The Rock” Johnson, with some claiming it was unsuitable due to his fame with young audiences. The ASA reviewed the matter but rejected the complaints, concluding the advertisement didn’t violate any regulations. Although recognizing Johnson’s history in family-oriented movies, the ASA determined his association with children’s entertainment wasn’t significant enough to be deemed excessively attractive to those below 18, particularly as those parts were a while back. Consequently, the advertisement was considered to be in line with advertising guidelines.
admin