Ladbrokes Iron Man 3 Advertisement Banned over 'Kid Appeal' Ladbrokes Iron Man 3 advertisement prohibited over 'kid appeal' 24 August 2016 An advert for bookmaker Ladbrokes featuring Marvel superhero Iron Man has been banned over worries it would attract children. The email, which featured an image from the movie Iron Man 3, breached rules which say betting advertisements must not be likely to interest children, the Advertising Standards Authority stated. Ladbrokes stated all its marketing emails were sent out to signed up customers or those understood to be over 18. Most Iron Man fans are grownups, it said. The bookie argued this was supported by information on participation at Comic Con fan events and Facebook demographics for the Marvel brand. It likewise argued its advert was "adult-themed" and showed popular culture. However, the Advertising Standards Authority (ASA) supported the grievance against the 4 May email, stating that betting ads need to not be likely to be of particular attract kids, specifically by reflecting or being connected with youth culture. The ASA stated it comprehended that the email was just sent to people aged 18 and over, however nonetheless, the constraints still applied. It said that as all Facebook users need to declare themselves to be at least 13 years old, younger children were therefore omitted from the sample used by Ladbrokes to support its position. The ASA said: "We considered those younger kids were likely to be the main audience for Iron Man action figures and associated product, which we understood were widely offered at toy sellers. "We understood that Iron Man was a popular character that would interest numerous adults but considered its comics nature, and the schedule of numerous related toys, indicated it was most likely to have specific appeal to children and young individuals.