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Are these campaigns simply contradictory?

A recent TVC by state-owned lottery subsidiary company Singapore Pools has come under fire for promoting gambling.

The ad, which airs before the live telecast matches, asks viewers to legally gamble with Singapore Pools and informs the public about the SG$1 million lucky draw.

In an article done by local news paper The Straits Times, viewers have expressed concern that the ad might be too tempting for the younger generations. Ironically, The National Council on Problem Gambling (NCPG) has also been running an ad which urges locals to handle their money with care during the world cup season.

In an earlier interview with Marketing, a spokesperson from NCPG said one of the key strategies for the organisation is to run campaigns during major festive seasons such as one that is currently running throughout World Cup 2014.

When asked if the campaign by Singapore Pools ran against what NCPG was trying to achieve, it said:“There are guidelines that prohibit advertisements which promote or induce gambling, but potential enticements may still occur in different forms, some of which can be indirect and subtle.”

She added that individuals should be mindful of the dangers of such potential enticements, and exercise personal caution and restraint. The World Cup, in particular, has a wide appeal that transcends different age groups and citizen profiles, and attracts both football and non-football fans alike.

Meanwhile a spokesperson from Singapore Pools told The Straits Times that the intent of the TVC is to inform viewers to stay legal with Singapore Pools rather then bet “with illegal or online operators.” The spokesperson also added that the TVC is not aired during the repeat telecast of the matches where underaged viewers are more likely to be watching.

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