The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), recently ruled against a promotional piece by Kwiff, a gambling firm, displayed on the Portsmouth Football Club’s webpage. The advertisement was determined to have possibly violated regulations concerning the display of gambling promotions to minors.
The advertisement, observed in December of 2022, promoted a “Book of Dead” deal featuring complimentary spins. The issue stemmed from this gambling advertisement appearing adjacent to a news article about the “Junior Blues,” a club specifically catering to youngsters between the ages of 4 and 17.
Kwiff’s parent company contended that the advertisement was solely present within the general news segment of the website, not directly on the Junior Blues’ pages. They further asserted that their data indicated all individuals who engaged with the advertisement were of legal gambling age, 18 years or older.
Nevertheless, the ASA remained unconvinced. The page hosting the advertisement did make reference to adult memberships in close proximity to the children’s content, creating the impression that the entire section was considered appropriate for gambling-related promotions.
Eaton Gate Gaming, a business providing gaming subscriptions, promoted its adolescent membership package straight to young people. Although the company claimed this package was designed for parents, the Advertising Standards Authority (ASA) determined that the “Pompey Teen” classification, aimed at children aged 13 to 17, was readily available to teenagers without adult oversight.
Consequently, both Eaton Gate Gaming and Kwiff, its promotional collaborator, are encountering significant repercussions. These consequences encompass limitations on advertising placement and a firm caution regarding targeting underage individuals in upcoming marketing efforts.