The UK-based bookmaker Ladbrokes has been advertising to “exhausted parents” via a smartphone app that functions as a baby monitor, according to a Guardian report.
This has prompted calls from campaigners for reforms to gambling advertising regulations.
One user was left shocked when they were offered a “£30 welcome bonus.” Parent company Entain believes the advert did not breach its internal guidelines, suggesting the app was for home monitoring more generally rather than specifically a baby monitor. However, the YCC365 Plus app is also frequently advertised as a home baby monitor tool.
There is also a wider context with Entain previously accused of targeting new parents. Ladbrokes sister company, Coral, allegedly paid blogs targeted at young mothers linking to online casino games. Entain said these blog posts were before it acquired Ladbrokes Coral.
One parent commented that it feels very wrong to watch your baby on camera with gambling ads alongside it.
This latest episode has prompted anger from campaigners and politician and peer Don Foster. He commented that the entire system of gambling adverts in the UK is out of control, highlighting how government regulation has fallen short, as has the self-regulatory body overseeing the industry.
He added that the UK should follow the lead of other countries with tighter regulations, which should be the focus over growing the gambling industry.
Will Prochaska from the Coalition to End Gambling Ads also called for urgent action to stop further damage to families and communities.