Men's lifestyle magazine Esquire was recently hit by an onslaught of subpoenas in response to their publication of online poker advertisements for online sportsbook and gaming company Bodog. Subpoenas were sent to Esquire's publisher, Kevin O'Malley in addition to a number of magazine staff members.
The subpoenas were sent in response to an eight-page advertising insert, appearing in the April issue of Esquire. The segment was sponsored by Bodog's online poker division, Bodog Poker, and featured tips for playing online Texas hold'em, along with listing URLs and images from the website. In addition, BoDog CEO Calvin Ayre appeared in the ad, encouraging readers to join him online at Bodog.com. Aside from the promotional aspects of the insert, the ad included the necessary "Void where prohibited by law" disclaimer. Although Esquire's May and June issue were due to include a similar insert, the magazine's publisher is reportedly thinking about removing the ads.
Pulling the ads would translate into major financial losses for Esquire. The magazine began advertising for online gambling companies in the first place, in order to buffer a three-year drop in the number of ad pages.
Although Esquire is considering excluding Bodog's advertisements in future issues, Bodog refuses to be discouraged. The online gambling company is reportedly raising its advertising spending to more than US$30 million for its poker division. Additionally, Bodog is allegedly looking to expand into online skill gaming, which carries fewer advertising restrictions in the U.S.
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