The Gambling Act that came into force in the UK on September 1, 2005 has allowed gambling companies to advertise their services and websites on television and other media. It was one month later that Ladbrokes launched the first of its ad campaign.

The ad, as all advertisements from now on, must accord to guidelines stated in the Gambling Act. It has, however, been flagged and several complaints have been submitted to the Advertising Standards Authority.

The ad features several ex-footballers and a female television sports presenter on their lunch break discussing gambling. The ad's punch-line has one person dare his friend to "put his money where his mouth is."

The ASA is an independent regulator for advertisements in the UK. It will look into allegations that the ad influences young people to gamble. It should be made clear that the ASA investigates all complaints that it receives, and that no specific violation can be determined at this point.

A Ladbrokes spokesperson said the company is not surprised such complaints have been made, this being the first ad of its kind. "But we don't think we have transgressed and we will vigorously defend our case," the spokesperson added.

Examples for complaints of breaching the advertising guidelines are easy to find. The abovementioned Ladbrokes ad was aired in the middle of the day during the Rugby World Cup only recently. Assuming the 9 PM rule should have made that illegal, the ASA received complaints. But since it was broadcast during a live sports event, an exception the law makes, it was legal nevertheless.

It is agreed in the industry that by being the first ad to air, Ladbrokes will draw such criticism and complaints. In fine-tuning the regulations and setting precedents it will also be remembered as being the first and its name associated with the regulatory revolution.