Gambling firm Swank Poker has had a fair amount of publicity since their site first launched. They offer poker players the chance to win prizes using their FPPs (frequent player points), not an unusual concept; however these are prizes with a difference. 100,000 FPPs could give you the chance to star in a pornographic movie. The site is littered not only with sexual innuendos playing on poker terminology, but also with pictures of naked women. However, it’s Swank Pokers recent advertising that’s been getting them publicity this time. The firm ran a magazine campaign offering ‘hot action’ to online gamblers. The feature pictured a woman cupping her breasts with the strap line ‘will you hold this pair for me?’ and told players that their ‘favourite girl will play as you tell her to’ The Remote Gambling Association filed the complaint against Swank Poker to the ASA saying that the advert was in violation of advertising codes by linking rakeback gambling to seduction and sexual success. They also put forward that the adverts were socially irresponsible by not protecting children and other vulnerable people from being exploited by such advertisements. Other advertising campaigns made by Swank Poker include advertorials – adverts for the site in the form of an editorial in order to attract an audience that are not tempted by more traditional forms of advertisement, such as banners or pop-ups. These advertorials declared that Swank Poker had ‘the very best in bodog rakeback poker action coupled with the finest erotic entertainment that the civilized world has to offer’. It also stated that ‘whatever poker action you give us well reward you with some serious erotic action that will blow your mind and you’. It’s pretty easy to see why someone might have concerns about these advertisements linking gambling to ideas of sexual success. However, Swank Poker denied the allegations saying that ‘instead of offering caps in T-shirts’ all they were doing were offering prized that ‘happened to be of an adult nature’ but were still legally sold. Swank Poker also made clear that their services are for adults only and are clearly advertised as being so. The ASA ruled however that the adverts did link gambling with sexual success and had therefore breached the advertising code which the ultimate bet rakeback will never like to do. They believed that ‘The premise of Swank Poker was such that erotic entertainment was an intrinsic element of the business.’