The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), recently prohibited a promotional campaign by Kwiff displayed on the Portsmouth Football Club’s website. The problem? The advertisement, offering complimentary rounds on a slot machine game, emerged adjacent to an article concerning the “Junior Blues,” a fan club for young enthusiasts aged 4 to 17.
Although Kwiff’s parent company, Eaton Gate Gaming, contended that the promotion solely appeared within the general news segment and not directly on the Junior Blues page, the ASA deemed this insufficient. They emphasized that gambling promotions should not be in proximity to material directed at minors, as it constitutes a clear violation of UK advertising regulations.
Eaton Gate Gaming did highlight that only adults who had undergone age verification actually accessed the advertisement. Furthermore, the specific page in question did reference memberships for adults as well. However, the ASA remained unconvinced. This instance underscores the caution gambling enterprises must exercise when advertising online, particularly when there is a possibility of children being present.
Eaton Gate Gaming, an online gambling provider, claimed their youth membership package details were directed at parents. The UK’s Advertising Standards Authority (ASA) disagreed, stating that adolescents in the “Pompeii Youth” category (ages 13-17) could easily find the page independently. Consequently, the ASA placed limitations on Eaton Gate Gaming and another firm, Kwiff. These restrictions encompass where their advertisements can appear and a strict caution that upcoming promotions absolutely must not target any person below the age of 18.
