Claire is thin, blond, outgoing, and apparently up for a really good time. She bats her eyes at a cute male suitor across the casino table. Then she whispers something to her attractive girlfriend, who is brunette. Suddenly Claire appears on a white bed wearing nothing but a black bra, panties, and strappy stilettos. Claire is part of "the life you were meant to live," according to Caesars Windsor cheeky new television commercial.

An advertisement for PokerStars.net screened on New Zealand’s TV3 television channel has created controversy in the country and launched an investigation by the Internal Affairs Department. According to the New Zealand Herald, the nine-year-old daughter of John Stansfield, Chief Executive for the Problem Gambling Foundation, watched the advert during an episode of The Simpsons.

Gambling operators are gearing to advertise on television for the first time when new laws come into force this week. Casinos, betting shops and gambling websites can place TV commercials from September 1 onwards. The change is part of the Gambling Act 2005 which brings with it a relaxation of current gambling advertising laws. Operators remained tight-lipped about which if any firms would launch new publicity campaigns on September 1.