On 20th October gambling operators were sent a letter that was from the Gambling Commission (UKGC), The Advertising Standards Authority (ASA), the Committee of Advertising Practice (CAP) and the Remote Gambling Association (RGA).
The letter requested that all ads on their websites, or from third party media (i.e. affiliates and other marketing channels), that are likely to hold appeal to under 18’s and are freely available to view, be removed.
A selection of articles have recently appeared in the press that have highlighted just how many of the adverts on various gambling sites are accessible to children and the four agencies involved have found that this is completely unacceptable.
Two examples are:
Many of the articles that have been published highlight titles like Fluffy Favourites and Fluffy Too.
However, you only have to look at some of the historical rulings from the ASA to see that titles like Spiderman, Iron Man, Piggy Payouts and many more have been quoted in upheld complaints.
In the letter, the following CAP Codes are quoted:
Marketing communications for gambling must be socially responsible, with particular regard to the need to protect children, young persons and other vulnerable persons from being harmed or exploited.
Marketing communications must not:
be likely to be of particular appeal to children or young persons, especially by reflecting or being associated with youth culture.
Marketing communications for lotteries must not be likely to be of particular appeal to children or young persons, especially by reflecting or being associated with youth culture.
Changes To Be Made
Operators have been told that they have to immediately make the changes and offered a number of resources for advice on compliance.
They are also warned of the possible sanctions that can be levied against them if they do not bring their advertising in line with the Code.
Let’s not forget that 888 were recently fined £7.8 million too and whilst it wasn’t for adverts holding appeal to children, it was a fine that was given for a failure to comply with guidance around responsible gambling.
You can read the letter on this link.
It is worth noting that whilst popular titles like Fluffy Favourites and many others with potential appeal to under 18’s will no longer appear in easily accessible areas, the games will still be available to play at your favourite online casino.