ASA Takes Action Against Play’n GO for Youth-Appealing Gambling Ads

ASA Targets Play’n GO Over Gambling Ads That May Attract Minors

The UK’s Advertising Standards Authority (ASA) has intervened in response to three online gambling advertisements by provider Play’n GO. The regulator found that the visuals used in these ads had the potential to attract minors, thereby breaching the UK’s stringent rules on gambling promotions. Play’n GO was instructed to remove the problematic advertisements immediately.

Animated Characters in Ads Raise Concerns About Minor Appeal

The disputed ads were placed alongside email inboxes, including those accessible to children. Each campaign featured vibrant animated characters—a superhero bunny holding Easter eggs, a robotic DJ mixing music, and a group of anime-inspired princesses. Despite displaying 18+ age restrictions and responsible gambling messages, the ASA judged these adverts as unsuitable due to their visual elements.

According to ASA standards, gambling advertisements should not include content that holds a strong attraction for underage audiences, such as childlike animations, fantasy figures, or themes linked to youth culture. The regulator noted that the characters in Play’n GO’s ads borrowed heavily from designs popular among young people, increasing their appeal to minors.

Play’n GO claimed these characters were part of well-known game franchises aimed at adult players. They emphasized that the ads were served via the AdRoll platform and only appeared on websites permitting gambling content. Nonetheless, Play’n GO acknowledged that these ads might have been seen by children through shared internet devices or IP addresses.

Regulatory Decision and Future Restrictions on Play’n GO

The ASA determined that the existing measures to limit minors’ exposure—such as behavioral targeting and self-reported age verification—were inadequate. A particular concern was that the ads showed up next to children’s email inboxes, which the regulator deemed irresponsible.

The ads breached specific sections (16.1 and 16.3.12) of the CAP Code regulating gambling marketing. While no fines were imposed, the ASA ordered Play’n GO to withdraw the ads and assured they would not reappear in their current form. Furthermore, Play’n GO must ensure future advertisements do not attract those under the age of 18.

This ruling aligns with the ASA’s broader mission to restrict gambling advertisement access among minors, especially online. The authority also targets ads that encourage unsafe gambling habits or incorporate excessive alcohol references. Previous actions against prominent gambling entities demonstrate the ASA’s dedication to protecting consumers from harmful content.