The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), prohibited a promotional campaign by internet gaming platform 21.co.uk for implying that strategic thinking held greater significance in blackjack than it actually does. The advertisement depicted a sophisticated blackjack participant contemplating his subsequent action accompanied by a dramatic voiceover emphasizing his complete command over his fate.
This portrayal raised concerns for the ASA, as they deemed it misleadingly suggested that success in blackjack solely relied on expertise rather than chance, which they considered irresponsible. Furthermore, they perceived the advertisement as glamorizing gambling as a test of self-control.
Despite 21.co.uk’s contention that blackjack does involve a degree of strategy and that “controlling your destiny” is merely a figure of speech, the ASA remained resolute in their decision, deeming the advertisement inappropriate. The ASA also expressed concern that the advertisement conveyed an impression of the player exhibiting extraordinary mental fortitude by placing substantial bets, despite the absence of any physical exertion.
The Advertising Standards Authority didn’t believe the card player’s widened eyes indicated a dependency, despite some public grievances. They felt he appeared quite relaxed. They did, however, advise 21.co.uk to lessen the focus on tactics in their future promotional materials.
