The United Kingdom’s advertising regulatory body, the ASA, recently commented on a BetMGM advertisement featuring the comedian Chris Rock. The commercial, which debuted on October 4, 2023, showcased Rock in his element – rotating a basketball with a cool demeanor – accompanied by the slogan: “We are BetMGM, and we understand how to create a spectacle.”
Certain individuals voiced objections, asserting that Rock’s undeniable celebrity appeal might be excessively enticing for individuals below the age of 18, which would constitute a violation of advertising regulations.
BetMGM justified their selection, contending that Rock’s career, primarily established on stand-up comedy and roles in films intended for mature audiences, would not particularly resonate with minors. They noted that his association with children’s entertainment, such as the “Madagascar” films, was quite limited and distant in the past.
To bolster their argument, BetMGM emphasized that Rock’s social media audience is predominantly composed of adults, with a negligible number of underage followers. They also stressed that the advertisement itself possessed a distinctly adult atmosphere, incorporating visuals and allusions to Las Vegas that would not be considered appropriate for children.
The UKs advertising watchdog reviewed grievances regarding a commercial starring Dwayne “The Rock” Johnson. Concerns arose due to his popularity with children, despite the advertisement not targeting a younger demographic. The regulatory body ultimately ruled in favor of the ad, citing Johnson’s lack of recent “child-centric” work as evidence that it likely wouldn’t hold significant appeal for that age group. In essence, the ASA determined the advertisement adhered to all relevant guidelines.
