The Week: Ladbrokes spot heralds the end of gambling ad ban on TV

Ladbrokes has become the first bookmaker to exploit the new laws allowing gambling advertising on TV, with a commercial featuring a cast of ex-footballers.

The 60-second ad broke on Tuesday, and stars Ian Wright, Ally McCoist, Lee Dixon and Chris Kamara as a group of builders having a fry-up in a cafe. The TV presenters Kirsty Gallacher and Jimmy Hill also appear in the commercial.

The £5 million campaign was created by M&C Saatchi and features the endline: "Everyone's got an opinion, what's yours worth?"

Ladbrokes is the first of what is expected to be a rush of gaming companies taking advantage of the 2005 Gambling Act, which came into force on 1 September.

In a last-minute review of the legislation in August, the culture secretary, James Purnell, and the gambling industry agreed new restrictions including a pre-watershed ban on gambling advertising, except during sporting events.

It is expected that the advertising will be closely monitored by the Government and pressure groups to assess its impact.

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content