Corporate bookmaker PulseBet withdrew two versions of a television advertisement after it was found to have breached advertising code of ethics over the portrayal of women.
The advertisement, which streamed on 9Now and Kayo, featured a female model as well as PulseBet ambassador and former NRL player and television personality Beau Ryan.
In the main version of the ad, the model says “I know what gets guys super excited,” with Ryan then replying “obviously it’s PulseBet”. There is also a version of the ad where Ryan appears in character as DJ Yallah, a role he portrayed on The NRL Footy Show.
PulseBet’s parent company, Amused Australia Pty Ltd, which is registered in the Northern Territory, was asked to respond to Ad Standards over three possible breaches of the advertising code.
The panel found that the ad had breached section 2.2: Advertising shall not employ sexual appeal in a manner which is exploitative or degrading of any individual or group of people.
PulseBet had contended that the advertisement does not use any individual's sexual appeal in a manner that is exploitative or degrading in that the female model is not being objectified.
“To the extent that the advertisement may be seen to employ any sexual appeal within the first 5 seconds, it is extremely modest and in line with Prevailing Community Standards,” it said.
However, Ad Standards determined that it had breached the code.
“The Panel noted that the advertisement depicts an attractive woman as a means to attract attention to the advertisement and considered that this was a depiction of sexual appeal,” the finding said.
It also said the woman “was portrayed acting in a flirtatious and sexualised manner, including winking and biting her finger,” her depiction “was not relevant to the promotion of a wagering product, that “the advertisement does employ sexual appeal in a manner which is exploitative of the woman”.
“The woman was depicted as an object or commodity, and that this did lower the woman in character or quality.”
The two other complaints, that the ad discriminated or vilified on the basis of race, ethnicity or nationality, based on Ryan’s depiction of DJ Yallah, and that it had failed to treat sex, sexuality and nudity with sensitivity to the relevant audience, were dismissed.
Having been found to have breached the code, PulseBet confirmed the advertising campaign has been discontinued.
However, the ad was still available through PulseBet’s Instagram account.
It follows a ruling by Ad Standards in June that a Sportsbet ad where a man was depicted watching racing on his phone while in a golf buggy was a breach of standards.
It was found to have breached Section 2.8 of the Wagering Code, regarding portrayal of excessive wagering and Section 2.6 of the Code Of Ethics in that driving while using a phone was contrary to prevailing community standards.
That ad was also withdrawn in all its formats.
