The United Kingdom’s advertising regulatory body, the Advertising Standards Authority, recently addressed a BetMGM advertisement featuring comedian Chris Rock. The commercial, which debuted on television on October 4th, 2023, presents Rock in a sequence of polished visuals – imagine him rotating a globe with his finger – as the slogan “We are BetMGM, and we understand entertainment” plays.
Issues arose regarding the possibility that Rock’s appearance could significantly attract minors under the age of 18, potentially violating advertising regulations established to safeguard young individuals. BetMGM justified their selection of Rock as the representative of their brand. They asserted that his professional trajectory has primarily centered around stand-up comedy and roles in films targeted towards mature audiences, making it improbable that he would hold substantial appeal for those below 18.
They acknowledged his voice acting contributions to family-oriented animated features such as “Madagascar” but minimized any enduring association, implying it is no longer pertinent. BetMGM even cited Rock’s social media audience, highlighting that the overwhelming majority are adults, with an insignificant proportion under 18. They stressed that the advertisement itself, with its refined imagery and allusions to Las Vegas, further reinforces its intended demographic as adults.
The Advertising Standards Authority examined the advertisement and determined it didn’t violate any regulations, leading them to reject all grievances.
Essentially, certain individuals believed the promotional material would excessively target children due to its inclusion of Dwayne “The Rock” Johnson, who has starred in several family-oriented films. However, the ASA disagreed with this assessment, stating it wasn’t a significant concern because it’s been some time since he’s participated in those types of productions.
Therefore, the advertisement received full approval.
