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Recently, the UK’s Advertising Standards Authority (ASA) decided in favor of BetMGM in relation to a TV commercial featuring well-known American actor and director Chris Rock. Following reports that the October 2023 commercial would appeal to kids, the ASA launched an inquiry into the matter.
In the contentious commercial, Chris Rock leads a stately lion and a boat ride from the famous Bellagio fountain to the placid Thames River, where he conducts a spectacular fireworks show with an MGM theme. The commercial skillfully uses Rock’s endearing character to promote BetMGM’s products while hammering home the need of safe gaming.
According to the script, Rock enthusiastically declares, “BetMGM knows how to put on a show,” urging players to gear up for the “golden era in sports betting.”
LeoVegas, the local division of MGM, vehemently defended its selection of Chris Rock as the face of BetMGM despite the deluge of complaints. LeoVegas said that Rock’s age and primarily adult-oriented career make him unappealing to youngsters in the UK, and he hasn’t done anything to promote children’s entertainment.
The studio noted that Rock has become less of a lure for younger viewers as a result of his decreasing appearance in films like Madagascar that are meant for younger audiences.
Rock’s tiny following of British under-18s on social media sites was used by Clearcast, an independent group in charge of screening the majority of British television advertisements, to support LeoVegas’ position.
The Advertising Standards Authority (ASA) rejected the complaints after a detailed analysis of Rock’s filmography and his influence on younger audiences. The ASA determined that the BetMGM advertisement lacked notable kid appeal.
On another LeoVegas-related commercial, though, in which former soccer star Adebayo Akinfenwa promoted the BetUK sports betting brand, the ASA stuck to its position. Akinfenwa’s sizable juvenile social media following alarmed the ASA, indicating a possible violation of advertising laws despite LeoVegas’s promises.