UK ad watchdog slams StarWins for confusing sexy with sexist

The UK’s advertising watchdog has banned a StarWins.com television commercial for confusing sexy with sexist.

On Wednesday, the Advertising Standards Authority (ASA) ordered Bear Group Ltd aka Daily Star Wins not to re-air an ad that appeared on UK TV in January. The ad resulted in complaints that the ad was sexist and objectified women, while the ASA felt the ad breached rules on linking gambling with sexual success.

The ad (behind the scenes footage viewable here) featured a pair of average joes at a pub, where no one except the guy behind the bar pays them much attention. The men then enter a virtual casino largely populated by female croupiers and cabaret dancers.

The men are seen exchanging sly glances with some of the dancers, then the action transitions to the gaming table, where more sexually charged eye footsy takes place. The ad culminates in the two men celebrating by throwing chips in the air, surrounded by the women, before the two men are shown back at the pub, still celebrating.