Advertising to Children
The Advertising Standards Agency (ASA) has rejected a complaint related to the time an advertisement for Betfair aired on Radio X. The ASA have cleared Betfair of any wrongdoing in this case.
On 3 September of this year, Betfair promoted Prize Pinball on The Chris Moyles Show to people listening via digital devices and not linear radio such as FM bandwaves.
The complaint concerning the timing suggested the advert had been inappropriately broadcast when children might hear it. The complaint was made by one person and has since been dismissed by the ASA.
The Prize Pinball is a daily promotion in the Betfair Casino which gives members a chance to win a prize every day. The Chris Moyles Show typically airs on Radio X at 6.30am to 10am on weekdays, and 8am to 11am on Saturdays.
PFP Entertainment LTD, Betfair's parent company, said Radiocentre had cleared the ad before it was broadcast. The international sports betting and gambling company was told the ad should not run on stations aimed at under-18s.
Adult Audience
The ASA considered Radio X's demographic and was satisfied that its output is aimed at 25- —to 44-year-olds. Third-party market data indicated that 88% of the audience is aged over 25 also backs up this assertion.
The content of Radio X was taken into account. The ASA's response to the complaint also noted that the station does not play new releases or popular music. The agency believes these types of music are more likely to appeal to children or young adults.
The ASA also considered Chris Moyles's previous career. In their response, they argue that his specific audience enhances the likelihood that people who heard the advert are over 18.
In the response, they say that he was predominantly known as a BBC Radio 1 DJ between 2004 and 2012. Mr Moyles’ current fanbase is likely composed of people familiar to his work from that time. The ASA are satisfied that given the nature of his previous work and also when it took place, his current audience is likely to be over 18. Someone who is under 18 now is unlikely to be a fan of a BBC Radio 1 DJ from 12 to 20 years ago.
Through a process known as programmatic targeting, the ad only appeared on digital devices registered by users who are aged 25 or over. PFP Entertainment LTD argued that if a child did overhear the ad, they would be in the presence of an adult. Whereas on linear radio, such as FM where the age of the listener is indeterminable and a child might overhear the advert without adult supervision.
