Gambling websites ordered to remove ads of games that appeal to children


Posted on the 23rd of October 2017

Gambling websites ordered to remove ads of games that appeal to children

The UK Gambling Commission, the Advertising Standards Authority, the Committee of Advertising Practice (CAP), and the Remote Gambling Association have sent letters to approximately 450 online gambling companies, including William Hill and Bet365, ordering them to remove advertisements featuring cartoon characters that appeal to children such as Piggy Payout, Fluffy Favourites, Pirate Princess and Jack and the Beanstalk.

Part of the letter read:

“An ad is considered to have “particular appeal to children or young persons” if it is deemed likely to appeal more to under 18s than to over18s. The use of particular colours, cartoon and comic book images, animals, child- and youth-orientated references and names of games such as “Piggy Payout”, “Fluffy Favourites”, “Pirate Princess” and “Jack and the Beanstalk” are likely, alone or in combination, to enhance appeal to under 18s.”

“You must immediately amend or remove any freely accessible ads on your website or in third party media space that are likely to appeal particularly to under 18s. (This includes affiliate ads that promote your company and its products.)”

“If gambling operators cannot or will not bring their advertising into line with the Code, the CAP Compliance team has various sanctions available to it and will consider applying these if we continue to see gambling ads that have particular appeal to under 18s. “

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