regulatory body takes action against Play'n GO due to controversial advertisements
In the UK, the Advertising Standards Authority (ASA) and the Committees of Advertising Practice (CAP) have established guidelines to prevent gambling advertisements from having a strong appeal to minors. These guidelines, while not explicitly detailing the use of childlike animations or fantasy characters tied to youth culture, aim to avoid imagery or themes that are likely to have a greater appeal to children.
Recently, the ASA took action against three online gambling ads by supplier Play'n GO. The offending ads featured colorful animated characters, including a bunny superhero, a robot DJ, and a trio of anime-style princesses, which the ASA deemed to have strong appeal to minors.
Play'n GO argued that these characters belonged to popular game franchises targeting adults. However, the ASA ruled that the ads violated rules 16.1 and 16.3.12 of the CAP Code, which prohibit gambling advertisements from being designed to appeal specifically to children or young people under the age of 18.
The ASA's ruling demonstrates its commitment to protecting consumers, particularly minors, from potentially harmful content. The authority ordered Play'n GO to take down the promotional materials and ensure they do not reappear in their current form.
The company must carefully curate its future ads to avoid appealing to individuals under 18. The ruling is part of the ASA's continuing efforts to limit children's access to gambling advertising.
It is important to note that the ASA targets other potentially harmful content, such as ads that promote irresponsible gaming or feature heavy use of alcohol. The presence of the Play'n GO ads adjacent to children's inboxes was a concern for the ASA, as they could potentially reach minors through shared devices or IP addresses.
Play'n GO conceded that the promotions may have reached children in this manner. The ASA determined that the content was inappropriate as it had a strong appeal to minors.
For detailed guidelines, refer to the CAP Code and ASA rulings on gambling advertising. Current and future regulatory developments may further clarify or strengthen these guidelines. The All-Party Parliamentary Group (APPG) on Gambling Reform is currently engaged in discussions and inquiries into gambling regulation, including advertising practices, which may lead to further specific guidelines or regulations on gambling advertising to protect vulnerable groups, including minors.
- Play'n GO should be mindful of the character selection in their online gambling ads to avoid incorporating imagery that has a strong appeal to minors, such as childlike animations or fantasy characters, as these advertisements could violate the CAP Code's guidelines against appeals to children under 18.
- To prevent children from being exposed to gambling advertising, companies like Play'n GO must not only follow the CAP Code's rules but also ensure they practice responsible gambling by not designing advertising that specifically appeals to young people, thus upholding the ASA's commitment to protecting consumers, particularly minors.
