SOURCE: media.guardian.co.uk

A TV ad for Ladbrokes is to become the first campaign to be investigated by the advertising watchdog since betting advertising laws were relaxed last month.

The high-profile TV campaign, which features ex-footballers Ian Wright, Lee Dixon, Chris Kamara, Ally McCoist and Jimmy Hill is the first by a bookmaker since new rules under the Gambling Act 2005 came into force on September 1 - allowing sports betting ads to run around sports events.

The Advertising Standards Authority launched an investigation of the £5m national campaign, which runs with the strapline, "Everyone's got an opinion, what's yours worth?", after receiving four complaints.

Viewers complained that the use of footballing celebrities might encourage young people to gamble, and that the ad plays on "male bravado and peer pressure" and could also "influence vulnerable people".

It will be the first campaign the ASA has investigated to see if it breaks the TV advertising gambling code, which has been developed by the Broadcast Committee on Advertising Practice.

A Ladbrokes spokesman said the company intended to "vigorously defend" its position and that the ad had not broken any rules.

The firm said the campaign was aimed at 18- to 34-year-old casual gamblers who bet occasionally on football rather than older betting shop customers who prefer to bet on racing.