Betting firm's dwarf adverts banned

Published on 22/04/2008 21:43

FOUR gambling adverts featuring slapstick dwarfs dressed as dice and playing cards have become the first to be banned under new laws that stop children being targeted.

The gambling firm InterCasino said it had been aiming at a Benny Hill-style slapstick humour. But the advertising watchdog criticised the TV commercials for copying the style and stunts of shows such as Jackass and Banzai that are popular with younger viewers.

"The slapstick humour was likely to appeal to children and young persons," the Advertising Standards Authority (ASA) said.

It said that under new rules following the loosening of restrictions on TV gambling advertising, companies "should not appeal to people under 18, or associate gambling with sexual success, increased popularity or as a solution to financial problems".

A Paddy Power advert for financial spread betting has also been banned under the same new rules. Its newspaper advert encouraged betting on a falling stock market and showed a man flanked by two glamorous women.

The ASA said it "irresponsibly" linked gambling with sexual success, enhanced attractiveness and as a way to enhance self-esteem.