The online Monopoly-themed live casino game advert breached the child protection code according to ASA. Click here to read more about money wheel live monopoly. The advert uses the familiar mascot of the Monopoly board game, Rich Uncle Pennybags, which could appeal to children. For this reason, the Advertising Standards Authority banned the add that is in breach of the code, which clearly stated that gambling ads may not be designed in any way that could appeal to children.
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Gamblers Aged 11 to 16 Could Cause Generational Scandal
According to the audit released last year by the Gambling commission, the number of gamblers aged 11 to 16 increased to 55,000 across the past two years and could result in a generational scandal. The ruling by the ASA was not published yet, although the regulator did inform Entertaining Play that it must be removed and should not appear again.
ASA Ruling Welcomed by Bishop of St Albans
The bishop of St Albans, Rev Alan Smith welcomes the ruling and felt that it was more evidence of gambling companies that target children. Monopoly is one of the most popular board games enjoyed by youngsters and the smiling character which is its logo will appeal to children. Smith also shared that boardgames should remain games that are off-limits to gambling companies wishing to push the boundaries, it is the only way to normalize highly addictive casino games. He also hopes that any other company that uses this kind of tactics will learn from this ban and remove ads that are similar.
Gamesys Claims Character Dressed in Adult Attire Won’t Appeal to Under 18s
Gamesys is the parent company of Entertaining Play, which also manages Richards Branson’s Virgin brand, claimed that Rich Uncle Pennybags or Mr Monopoly would not be attractive to children. The character did not mimic any style of the cartoon character in children’s programming and was dressed in adult attire. The company also argued that the colours used was not overly vibrant and did was not inspired by youth culture.
ASA Finds Advert Could Appeal More to Under -18s Than Over +18s
Even though it was label 18+ the ASA it did not ensure that under 18s would not be exposed to the advert. Monopoly is considered a family game and is played with children, under 18s will recognise the find the ad appealing. The ad features an image of Mr Monopoly, this prominent image also has exaggerated features reminiscent of the children’s cartoon, which means it will appeal to under -18s.
Taking into account the advert as a whole, the use of the depiction of Mr Monopoly and the official Monopoly logo, the ad could appeal more to those under the age of 18 than to over +18s. Not Gamesys or Hasbro that publishes Monopoly had responded to any request for comments. The ASA ruled that the advert fails to distance itself far enough from the youth culture and that it had a particular appeal to children.
Source : Guardian