Play’n Go has learned a hard lesson after the UK’s Advertising Standards Authority (ASA) upheld complaints about its advertisements that appeared beside children’s email inboxes. The ads, promoting Play’n Go’s slot games, used cartoon images that likely appealed to under-18s, including a superhero bunny, a robot DJ, and anime princesses.
Despite Play’n Go’s defense that the ads were meant for adults, the ASA found that the targeting measures were not robust enough to prevent underage audiences from seeing them. The result? A ban on the ads in their current form and a reminder for the iGaming industry to prioritize age-appropriate content.
As regulators crack down on misleading or irresponsible marketing, it’s critical for iGaming brands to ensure their advertisements comply with established rules to avoid reputational and legal risks.
