by Hillary LaClair, Senior Editor
More restrictions in online poker advertising have arisen with PokerStars recent “Play Mind Game” poster campaign that suggested that gambling can instill confidence.
Daniel Negreanu was the subject of the poster in question. Negreanu is featured holding a hockey stick and displaying his mantra: “Poker is a sport of courage, conviction and confidence.” This line apparently struck a nerve with the UK Advertising Standards Authority that feels gambling advertisements should not link gambling to sexual success, an improved self-image or appeal to youth. Although this sort of marketing ploy is permitted in alcohol advertisements, clothing advertisements, and even on raisin boxes, it’s a crime when it comes to online gambling!
PokerStars argues that the ad was based upon the Negreanu’s opinions about poker and that this was appropriately advertised in the photograph with the use of the hockey stick and the word “sport.” The online poker room also commented that the advertisement didn’t imply that these attributes would be the result of internet gambling, but rather was meant to illustrate the differences between poker and other forms of gambling – that poker requires a honed skill whereas other forms of gambling are based on chance.
Regardless, the ASA concluded that the campaign gave the wrong impression to youths; making a statement that gambling is an admirable quality in young adults. It was eventually ruled that the campaign violated CAP Code clauses 57.4(f) and 57.4(i) (Gambling) and that the material was not to be used in advertising for PokerStars.
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