Casino ads to show gambling

Friday, Sept. 17, 1999 | 11:19 a.m.

Harrah's Entertainment Inc. of Las Vegas, the second-largest U.S. gambling company, today announced that for the first time in the company's 60-plus year history it will roll out a nationwide television advertisement that shows customers gambling.

The Federal Communications Commission has previously banned television ads depicting gambling, causing casinos to run ads promoting themselves without showing gambling. But the U.S. Supreme Court ruled in June that the government ban violated the right to free speech guaranteed under the Constitution.

As a result of the ruling, the federal government will no longer prohibit broadcasters from airing truthful and non-misleading ads that show people gambling, or that display gaming odds, even in the 39 states where casino gambling is illegal.

Harrah's is among the first casino companies to take advantage of the ruling, rolling out a campaign based on its "Double Take" promotion later this month. The Double Take ads will demonstrate the ability of players to double hand-paid slot jackpots up to $1,000 by registering for a Total Gold card and playing for one hour during the same visit. Qualifying customers will receive a Doubler coupon in the mail to be used during a return visit.

The court ruling "will continue to be instrumental as Harrah's develops future advertisements that demonstrate the fun, excitement, and quality our casinos offer. This truly marks a new age of casino marketing," said Craig Hudson, Harrah's vice president of brand management.

Harrah's said that prior to the Supreme Court's ruling, casino companies were at a distinct disadvantage in their efforts to effectively demonstrate the appeal of gaming. The inability to show the actual activity in which their customers take part seriously limited the way in which casino companies could reach out to their audiences, it said.