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The Advertising Standards Authority (ASA) have banned four advertisements from Betfair Bingo, Dunder Casino, William Hill Vegas and LottoGo Euromillions, as they did not follow strict guidelines in protecting children from gambling related harm.
Ads Appear In Looney Tunes Game
Looney Tunes World Of Mayhem is an app game for children, the game is set around Warner Brothers Cartoons. Advertisements from these operators appeared in the app, if a player viewed the ads or performed tasks they would be awarded in-game gems.The adverts breached the Committees Of Advertising Code Of Practice, where marketing for gambling should not in any way target under 18’s, through any form of marketing or media.It was a third party who had allowed the ads to appear in the app, affiliate Tapjoy are said to have been responsible for the ad appearing and Betfair, LottoGo and Dunder have all ceased contracts with the company. William Hill have since blacklisted the app and have said they would not ever advertise through Tapjoy or any affiliates in the future.
Error
Tapjoy said the app itself had been incorrectly listed with a ‘mature gambling market’, which was an oversight, they must take some responsibility where children are being targeted.Scopely who created the game said they do not target their games to children, any person under the age of 16 in the EU are not permitted to play any of their games.In the Google app store the game is rated as suitable to play from 7 years upwards. Children were able to build up a world using characters from the Looney Tunes cartoons, the game involves cartoon-style violence and being quite a simple game, the ASA feel it is likely to appeal to players under the age of 18.Betfair said, “ This complaint relates to actions by a third party publisher, which mistakenly opted to accept adult content – including from Betfair – on it’s app.“ This should not have happened and we immediately stopped working with the publisher once the error was discovered.”William Hill said, “ on being made aware of the issue, we immediately ceased all activities with the affiliate. We take responsible marketing extremely seriously as a business. “ We are currently conducting a full review of our ways of working with affiliates to ensure such a situation is not repeated.”