Monopoly-Inspired Online Gambling Ad Banned in the UK

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7.05.2019, 16:26

The Advertising Standards Authority (ASA) in the UK has banned a Monopoly-themed online casino ad. The regulator claims that the image of Rich Uncle Pennybags appeals to children.

According to the regulations of the UK Gambling Commission, gambling ads should not appeal to youth. The scandal comes amidst the UK’s plan to reduce gambling harm. Additionally, gambling among children aged 11 – 16 has risen in the last two years. Therefore, such concern is understandable.

Entertaining Play, a company that produced the ad, has responded. It claims that the mascot is unlikely to appeal to children for several reasons. For example, it featured adult attire and did not “mimic any style of cartoon character seen in current children’s programming.” Moreover, Mirror Online (the site that showed the ad) claimed that an 18+ label was attached as well.

A screenshot of a gambling ad that features the Monopoly board game mascot.

The Monopoly-themed casino game ad that appeared on Mirror Online and banned by the ASA.

It should be noted that Monopoly is not likely to be considered appealing to children. Tough the game is family friendly, it tends to appeal more to adults older than 20. Furthermore, such an audience is targeted by spin-off Monopoly products. For instance, Evolution Gaming has released a live casino Monopoly not long ago.

Despite that, the regulator seems to uphold its decision. “Taking account of the ad as a whole, we considered that the use of the Monopoly logo and the depiction of the Mr Monopoly character meant that the ad was likely to appeal more to under-18s than to over-18s,” said ASA representative, as reported by The Guardian.