UK Advertising Regulators Bar Online Gambling Ad As Too Sexual

Sex sells, but only if regulators allow it, which is why an online gambling operator in the UK is unhappy about a decision by advertising watchdogs.

The Advertising Standards Authority of the UK has ordered the removal of online gambling ads for their sexual suggestiveness. According to the ASA, the magazine spots for Swank Poker, an online poker room, promoted gambling as a cause of sexual success.

The advertisements featured such copy as a busty woman cupping her breasts and asking, "Will you hold this pair for me?". Others said "your favorite girl will play as you tell her to," and "she could be taking care of your wildest fantasies."

Unlike previous ads barred by the ASA, in which humorous ads were rejected on the basis of a single individual complaint, this time the Remote Gaming Association made the protest.

RGA officials said the ads didn't respect industry standards for protecting children, and that the rule against tying gaming to sexual conquests had been violated.

Swank Poker defended itself, saying it intended its product only for adults, and the ads had been placed in adult magazines. It claimed the ads made clear only adults were offered its services.

But the ASA, while dropping the exposure to youth charge, upheld the connection of gambling to successful sexual adventuring, and order the ads down.