Those of you who are familiar with Bgo.com will know that, Austin Powers star, Verne Troyer plays The Boss who can't be beaten. You might also recall that back in June, Bgo released a new TV advert that featured Verne and a revised version of the MC Hammer classic "U Can't Touch This". The revised version was "U Can't Beat This".
Well, unfortunately for Bgo.com and The Boss, he has been beaten but not by a casino player. The Advertising Standards Authority have upheld a complaint about the advert. The complaint suggested that the advert glamourised gambling and that riches were available. Bgo.com argued that The Boss didn't gamble and that his riches were from running the casino - and that anyone who knew the brand would realise this.
My, My Winning Makes Me So Rich
However, Bgo.com got caught out by their own lyrics. The song clearly states "My, my, my, my winning makes me so rich" which ASA ruled implied that The Boss was the one gambling. Given that the lyrics are attached to The Boss next to his big house and Ferrari didn't help Bgo.com's argument. Advertising rules are such that gambling can't be glamourised or suggest that wealth is attainable from gambling.
In their ruling ASA stated "that the overall impression of the ad was that the manís wealth was derived from his gambling wins, which viewers could also achieved". The full ruling can be found at ASA.org.uk. Two additional complaints against Bgo Entertainment Ltd were not upheld.
Gambling Advertising Under Scrutiny
As such, The Boss has been beaten and ASA have ruled that the advert has to be withdrawn. The advert has been removed from Bgo.com's Youtube channel although copies of it are still available on the video sharing site. Watch them quickly though because we expect they will eventually have to be removed as well.
Bgo weren't the only gambling company to be rapped by ASA. Complaints against Coral, LeoVegas and Titanbet were all investigated, although the complaint against LeoVegas was not upheld. Advertising and gambling is facing more and more scrutiny - so much so that we anticipate fewer TV ads and more stringent rules with regards social media and online information. The Government is currently looked into fixed odds betting terminals (FOBTs) and the it's suggested that daytime advertising could be banned.
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