Ad Standards has dismissed an anonymous complaint that a Sportsbet TV advertisement was depicting violent golfers, perpetuating aggressive connotations of gambling.
The commercial features golfers playing ‘livid golf’, demonstrating scenes of players throwing clubs, screaming, punching mannequins and smashing plates.
The complainant said they thought all gambling advertisements should be banned.
“Do we really need them advertising how to gamble? Gambling can do as much damage to health as smoking. However I find this particular ad offensive because of the aggression being displayed. Also the name LIVID golf. Are they having a dig at LIV Golf? I am tired of that too,” they said.
The complaint sparked awareness to Ad Standards of potential issues concerning the AANA Code of Ethics.
In particular, Section 2.3 – “requires that advertising ‘shall not present or portray violence unless it is justifiable in the context of the product or service advertised.”
The advertiser, Sportsbet, however, rejected any suggestion that the commercial breached section 2.3 of the Code.
“The Advertisement depicts a group of golfers participating in a golf format named ‘LIVID Golf’, which is clearly a fictionalised ‘golf-like’ event that is intended as a humourous and lighthearted parody on the ‘LIV Golf’ league and frustration experienced by players of golf generally," a Sportsbet spokesperson said.
“The Advertisement highlights a set of ridiculous rules that juxtapose the stereotypical traditional and conservative behaviours that are regularly associated with etiquette in golf.
“The Advertisement places an emphasis on emotions expressed by golfers of all abilities at times and portrays the theme that golf is a challenging and often frustrating sport. The Advertisement does not depict violence Section 2.3 of the Code prohibits advertising that ‘presents or portrays violence unless it is justifiable in the context of the product or service advertised’.
The statement justified the advertisement’s depictions of the violent breaking and throwing of golf clubs as “behaviour that, while considered poor etiquette, is occasionally seen on a golf course (including by professional golfers) as a response to a frustrated outcome.”
The panel concluded that although violence may be relevant to the story being told, it must be justifiable in the context of what is being advertised.
The panel deemed the advertisement a parody of the frustration golfers experience and an “exaggerated exaggerated depiction of a fictional golf course with options for golfers to manage that frustration by taking it out on inanimate objects”.
The Sportsbet advertisement was found not to have breached Section 2.3 of the Code and was in no sense considered a threat or danger.
The complaint was dismissed.
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