p The advertising watchdog has banned a gambling ad from Bear Group for both objectifying women and suggesting that betting could enhance personal qualities and attractiveness.
The ad, for the company’s online casino StarWins.com, featured two men who are transported from a pub scene in which a woman ignores the men, to a casino filled with women in racy clothing that show the men attention.
As the men walk through the casino they are greeted by female croupiers, while (more) women gather around the men as they approach a roulette table.
Later the men are shown celebrating at the casino and back in the pub.
The ad was created by Channel 5 Broadcasting and appeared on TV in January.
A complainant challenged whether the ad, which focused heavily on the women’s physical appearance, was sexist and objectified women.