ASA Clears Betfair Radio Ad of Guideline Breach

The Advertising Standards Authority (ASA) has concluded its investigation into a Betfair radio advertisement broadcast on Radio X, determining that no breach of advertising guidelines occurred despite concerns about potential underage exposure.

The complaint stemmed from a Prize Pinball advertisement aired on 3 September 2024 during the Chris Moyles Breakfast Show. A listener questioned its appropriateness for child audiences.

PPB Entertainment (Betfair) defended its ad placement, citing several protective measures:

1. Demographic Targeting: Radio X's audience primarily comprises listeners aged 25-44, drawn to the station’s focus on rock, indie, and alternative music.
2. Programmatic Safeguards: The ad was programmatically targeted to listeners registered as 25 or older.

The ASA's investigation considered various factors, including broadcast timing, audience composition, and accessibility. While acknowledging that children might theoretically hear the ad, particularly via shared smart speakers, mitigating circumstances were noted:

• RAJAR Figures: Only 6% of listeners during the broadcast were under 18.
• Radiocentre Guidance: The advertisement was pre-cleared with scheduling guidance aimed at minimizing underage exposure.

Based on these findings, the ASA concluded that Betfair had implemented responsible scheduling practices. The complaint was not upheld, and no further action was required.