Ladbrokes became the first company to advertise betting on TV when its campaign, using the strapline "Everyone's got an opinion, what's yours worth?", was launched on 2 October.
Following the implementation of the Gambling Act and the adoption of a new industry code of practice on gambling advertising, TV advertising of betting was allowed for the first time from 1 September.
Ladbrokes' chief executive Christopher Bell said that as the first betting brand to advertise on TV, the company was not surprised there were a handful of complaints.
He added: "The advertisements are in the spirit of the Ladbrokes brand and have been well received by the betting public. In developing the campaign, we worked closely with our advertising agency and the BACC to ensure that we met fully both the ASA code and the industry agreed voluntary code on socially responsibly advertising."
This article was first published on Media Week