However, Flutter-owned Betfair defended the ad’s timing, explaining that it had been cleared by Radiocentre prior to broadcast and targeted toward a demographic unlikely to include children.
Betfair emphasised that Radio X primarily targets an audience of listeners aged 25 to 44, with 88% of its audience over 25, based on third-party market research.
The station plays a mix of current and classic rock, indie, and alternative music, which, they argued, is more likely to appeal to an adult audience.
The operator stressed that the station did not focus on new releases or pop music which they believed would more likely appeal to children or young adults.
Moreover, the ad ran during “The Chris Moyles Show”, a programme known for its adult audience.
Additionally, the ad had been programmatically targeted to users aged 25 and older via digital platforms, ensuring that only registered users over 25 could hear it.Radiocentre confirmed that the ad had been scheduled in line with guidance to avoid times aimed at under-18s.
Global, the radio broadcaster, provided supporting evidence from their Digital Ad Exchange (DAX), confirming that the ad was only directed at users over 25 years of age.
ASA’s assessment
The ASA acknowledged that the ad’s content, promoting online gambling, required careful scheduling to avoid harm to children.
While the complainant heard the ad on a smart speaker, which could potentially allow others, including children, to hear it, the ASA concluded that the ad had been responsibly scheduled.
The Radio Joint Audience Research (RAJAR) data for the time of the broadcast showed that only 6% of the listeners were under 18, further supporting the decision.
The ASA ultimately ruled that the ad did not breach the Broadcast Committee of Advertising Practice (BCAP) Code, specifically its rules on social responsibility and scheduling.
Therefore, the complaint was not upheld, and the ad was deemed appropriately aired considering the audience demographics and scheduling guidelines.
