Ladbrokes accused of targeting ‘tired new parents’ via baby monitors

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Ladbrokes have been accused of advertising to ‘exhausted parents’ via a smartphone app that can be used as a baby monitor, according to a story in The Guardian.

The story claims that users of the app told The Guardian exclusively that they were seeing adverts of a ‘£30 welcome bonus’ before the industry-wide message ‘take time to think’ appeared. 

Ladbrokes, who are part of the Entain group, said the advert did not breach their own or the industry's guidelines because the app was a ‘home monitoring camera’ that was not targeted at those aged 18 or below. 

A spokesperson for Entain said: “We have compliance processes in place to help ensure that our adverts do not appear on apps that are targeted at anyone under the age of 18.

“The app in question, YCC365 Plus, is a home monitoring camera system and has therefore not been deemed to be targeted at anyone under 18.”

The app advertises itself as, ‘The mobile app is the smartest – and easiest to use – home monitoring Wi-Fi video camera that sets up easily on your smartphone.’

This is not the first time Entain have been accused of seeking to target new parents. Ladbrokes’ sister brand Coral allegedly paid blogs aimed at new mothers to recommend its online casino games. 

Tom Fleming, the parent who raised concerns about the app and contacted the national newspaper, said: “Watching my baby on camera with a gambling ad visible just feels wrong. 

“It’s something that’s there to keep my child safe but it’s also feeding through a stream of offers for harmful free bets and the like. There’s just no escape from these ads when they’re appearing as innocuous as this.” 

Campaigners have commented on the issue and suggested the Government needs to do more to crack down on gambling advertising in general. 

Lord Foster of Bath, stated: “The whole system of gambling adverts in this country is now completely out of control, showing the inadequacy of Government regulation and of the self-regulatory body overseeing it. 

“Many other countries have much tighter regulations and stronger enforcement. Rather than promising support for growth in the gambling industry, our Government should be doing the same.”

Will Prochaska, from the Coalition to End Gambling Ads campaign group, added: “Targeting exhausted parents is yet another predatory tactic of the gambling industry, which makes most of its money from people it harms. 

“Urgent actions are needed to stop the population being bombarded with gambling ads at every turn. If the ads aren’t stopped, the damage to families and communities will only increase.”

This comes after the Labour government were heavily criticised by the Conservative opposition for its ‘lack of communication’ over the upcoming gambling levy that is due to be discussed in parliament in April.

To learn more, visit our responsible gambling  page which also offers resources and advice on where to seek help if needed.