Play’n Go Criticizes Marketing Campaigns

14.04.2020, 15:39

Play’n Go, a developer of slot games, has openly criticized the usage of its content by partners and operators in exploiting the coronavirus outbreak. According to the company’s representatives, taking advantage of the global emergency is prohibited.

The management of Play’n Go did not announce the exact affiliates under accusation. However, the supplier made it clear that taking advantage of the pandemic to encourage players to spend more money on gambling is unacceptable. Nevertheless, the developer mentions that most of its clients have shown a high level of social responsibility with their marketing campaigns and are very conscious of their actions during the global crisis.

Play’n Go does not approve its partners seeking profit from the coronavirus outbreak. The developer warned the operators that they would have to stop such activities immediately. Otherwise, if its affiliates choose to disregard the message, Play’n Go reserves the right to implement additional measures to prevent the misuse of its content.

Official Prohibitions Against COVID-19 Advertising

Previously, some authorities and industries had already announced regulations prohibiting the misuse of the pandemic as a sales-booster. Besides this, officials have been setting out measures to ensure that businesses operate with a due level of social responsibility throughout the COVID-19 outbreak.

For instance, last week, Neil McArthur, chairman of the UK Gambling Commission, addressed online gambling operators. He issued an official message to remind them how crucial consumer protection is during the challenging times of the novel coronavirus pandemic. According to statistical data, the rate of users of online gambling and betting websites has significantly risen since the beginning of lockdown.

McArthur stated that it is especially important to focus on the protection of vulnerable customer groups, such as underaged citizens and those who might be suffering from anxiety, loneliness, or financial uncertainty. He reminded operators that online gambling service providers should be particularly responsible when it comes to the affordability checks of their clients and that they should step in whenever they notice the first signs of harmful behavior.

In his message, McArthur also mentioned that the operators should be cautious about their cross-sell campaigns, as major sporting events are experiencing delays and cancellations. He stated that now, more than ever, it is vital for gambling websites to comply with license conditions and follow the codes of practice.

The Betting and Gaming Council (BGC) also introduced new regulations by publishing an action plan. Its ten points are aiming to foster consumer safety during the COVID-19 outbreak. Throughout the duration of the crisis, BGC affiliates will ensure safer marketing and messages on their websites and in communication with clients.

Countries all over the globe are also introducing measures to fight unsolicited marketing that exploits the COVID-19 pandemic to promote gambling services. The Malta Gaming Authority (MGA) advised the licensees to focus on sales communication and make sure to convey messages in a responsible manner. In the meantime, Kansspelautoriteit, the Dutch gaming authority, raised the fine for illegal advertising by €50,000, bringing it to a starting penalty of €250,000.