ASA bans ad for encouraging irresponsible gambling

The UK authority has banned an ad from Eaton Gate Gaming for “encouraging irresponsible gambling.”

UK.- The Advertising Standards Authority (ASA) is continuing with its work to regulate advertising in the country, and this time it has banned an advert from Eaton Gate Gaming, the parent company of Kwiff, for “encouraging irresponsible gambling.”

One of the complaints presented before the authority challenged whether the ad showed, condoned or encouraged gambling behaviour that was socially irresponsible or could lead to financial, social or emotional harm.

Eaton Gate Gaming said that the ad was intended to show how real customers felt and experienced the app, and it did not present gambling in any way that could be considered irresponsible.

“Each of the customers featured in the ad were men and that some appeared to be in their late 20s or early 30s. We understood that younger men (aged 18–34) were at heightened risk of irresponsible gambling behaviour, and we considered that ads which appealed to that audience … needed to take particular care in their messaging,” said ASA. “We considered that the overall impression of the ad condoned and encouraged betting in ways that could be financially, socially and emotionally harmful, by associating it with problem gambling, and we concluded that the ad was irresponsible.”