BUSINESS

Paddy Power mocks Milan; BetEzy ‘Get Laid’ ad irks housewife; JackMedia TV deal

TAGs: Advertising, AGA, American Gaming Association, Australia, Betezy, jack media, Paddy Power

paddy-power-jack-media-betezyThose irrepressible Paddy Power pranksters have done it again, projecting the image of a giant slot machine against the Milan stock exchange on Wednesday. Reuters reported that the Paddsters’ slide show included other images, such a ‘middle finger’ sculpture by artist Maurizio Cattelan and text reading: “Dealers, financiers, bankers, once in a while play with your own money.” The only real surprising element of this story is that Paddy waited until the market had closed before switching on the display, which was intended to promote the company’s share of the Italian gambling market rising from 2.6% in September to 5.1% in December, according to data provided by regulator AAMS.

AGA REVISES ADVERTISING POLICY
The American Gaming Association (AGA) released a revised code of conduct this week that for the first time includes social media and internet promotions in its advertising criteria. Other than that, the guidelines remain the same, i.e. don’t include images intended to appeal to minors and don’t make claims that gambling will “guarantee an individual’s social, financial or personal success.” Which leads us to…

BETEZY IRKS AUSSIE HOUSEWIFE, AD WATCHDOG
Aussie online betting outfit BetEzy has earned the ire of the local Advertising Standards Bureau (ASB) over a direct mailout to customers that critics claim implied paid sexual services. The mailer, which depicted a buxom young woman pulling down her top alongside text reading “Get Laid,” was intended to promote BetEzy’s new lay and mobile betting services. AdNews reported that some irate housewife found the mailer in her postbox and complained to the ASB over its “offensive, disgusting and unnecessary” imagery.

BetEzy defended the mailer, saying all its customers were adult males, that ‘lay betting’ was legitimate gambling terminology and any prudish recipient could have “simply disposed of the letter.” The ASB acknowledged that the flyer didn’t depict nudity, but ruled that the woman’s pose was degrading, exploitative and “not relevant in any way to the product other than in a sexually suggestive association.” The ASB also ruled that the image of money behind the woman suggested sex for hire services, thereby falling afoul of the advertising Code’s Section 2.2. BetEzy has agreed to be a little more subtle in future.

JACK MEDIA TEAMS WITH MC&C
Online marketing outfit Jack Media, which counts PokerStars, Sportingbet, StanJames, William Hill, PKR, GTech G2, Probability PLC, Boylesports and Yahoo Bingo among its clients, has partnered with MC&C, the largest buyer of direct response television airtime in the UK. The tie-up will allow Jack Media to offer TV acquisition solutions to its clients. Jack Media managing director Emmie Faust said including TV within an acquisition schedule meant “the volume of new players and the ROI of the entire marketing spend significantly increases.” Just no tits, okay?

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