Australia’s newest online bookmaker, Neds, will stop running one of its ads on free-to-air TV ahead of the Melbourne Cup after the commercial was found to breach advertising codes by encouraging excessive gambling.

Despite the Advertising Standards Bureau (ASB) finding, the ad can continue to run across social-media platforms, pay TV, and as corporate videos.

Neds started up in Australia two months ago and is the brainchild of Dean Shannon, the founder of betting website Bookmaker and the former chief executive of Ladbrokes’ Australian business.

The ASB has received numerous complaints about Neds’ “It’s Time to Bet” commercials, which have been broadcast on free-to-air TV and on social media.

Complaints range from the ads being sexist and degrading to women, promoting gambling as normal and funny, and condoning lying and deceit in order to gamble.

In one ad, a man lies to his family and sneaks away from a dinner to place bets. In another, a group of tradesmen sit around making excuses not to work so they can bet online.

https://www.youtube.com/watch?v=rE5YlCA0Y3M

One complaint stated the ad was “shown when children could be watching and I feel it is misleading and deceptive about what is acceptable behaviour”.

The ASB ruled the ad showing the tradesmen contravened the Wagering Advertising and Marketing Code by encouraging excessive gambling.

While noting it intended to be funny, the board found the humour “did not negate the portrayal of gambling taking priority in men’s lives”, and found “it’s portraying excessive participation in wagering activities”.

Neds agreed to withdraw the infringing ad from free-to-air TV in its current form from midday on Saturday.

The ASB did not uphold the complaints of discrimination, ruling that while sections of the advertisement were disrespectful towards women, they were not discriminatory.

Company ‘should have removed ad immediately’

Lauren Levin, Director of Policy and Campaigns at Financial Counselling Australia — an organisation that helps gambling addicts with their finances — welcomed the board’s finding, but said the offending material had been allowed to run throughout the Spring Racing Carnival.

“However, we are disappointed with the slow response of the company, Neds, who should remove the offending advertisement immediately rather than waiting three days in the middle of the Spring Racing Carnival,” she said.

“There are no real sanctions, such as fines or corrective advertising.”
Complaints about the ads have also been lodged with the Northern Territory regulator, which is yet to respond.

In a separate complaint, the ASB also found Tatts Group-owned bookmaker Ubet has breached the Wagering Code with a poster emblazoned with the words “Biggest Loser” and stating “Prizes Every Half Hour”, finding it encouraged excessive betting.

Ubet told the board the offending poster was made up by a “third party” without its knowledge.

—ABC