The Advertising Standards Authority has been busy this week. The UK’s advertising regulator revisited one of the ads William Hill Vegas ran in February this year. The mobile betting operator, Kwiff was another company that broke ASA rules as it encouraged irresponsible gambling. Greentube Alderney joined the queue as well because of their Bell Fruit Casino ad. So, what these gambling operators did to break the advertising rules?
William Hill, the owner of some of the best casino sites, featured an ad within the app New Mario Kart 8 Trick. The problem with this ad was that it appeared in an app that was likely to draw children’s interest. In response, William Hill said that they would never intentionally target children. The operator also explained that Mario Kart, where the ad appeared, was available on the Nintendo Switch platform, adding that, based on the report from 2017, 86% of Nintendo Switch users were over 18. So, the company used the report as an indicator that children weren’t Mario Kart audience.
Additionally, William Hill reported they’d used Google’s Universal App Campaign for their ad. Using this product, in William Hill’s words, didn’t leave the operator much room for setting restrictions.
The situation was similar with Greentube Alderney. The operator’s ad for Bell Fruit Casino appeared in an app, Dude Perfect 2.
When it comes to Kwiff, the situation is a bit different. The gambling operator featured a TV ad that, according to ASA, was promoting irresponsible gambling. The ad featured men aged between 20 and 30, and as such, it could appeal to the group that is at high risk of developing irresponsible gambling habits.
The ASA warned all three gambling operators not to feature the ads in the form they've previously appeared in or without specific targeting.