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Toughening the Online Casino Standards

Internet gambling companies in the UK knew that the 2005 Gambling Act restrictions and regulations would be a double edged sword in many cases. Although the UK liberalized the country’s online casino gambling regulations, they also put in place a very strict Gambling Commission to oversee implementation and adherence to the new legislation and regulations. Part of the more liberalized UK gambling market comes in the form of online casinos having increased advertising privileges in the European market – but with that comes the oversight of the Advertising Standards Authority (ASA).

The ASA has made headlines over the past several months because of the Association’s ban of several major advertising campaigns from respected online casino gambling companies. The advertisements are regulated to ensure that they do not appeal to minors, run within their specified time frames and do not encourage addictive online casino gambling.

The latest banned ad from the ASA is an ad for Wink Bingo – an online casino bingo gambling site that has not previously experienced the controversy of an ASA investigation. The advertisement was designed to portray a “cheeky, irreverent, sassy and naughty” situation of a heightened reality. The ad basically showed a maternity nurse ignoring a woman giving birth to instead gamble on the Wink Bingo site.

The ASA acknowledged that the tone of the advertisement was entirely humorous and funny, but noted that the situation, no matter how exaggerated and humorous did show an irresponsible gambling habit – the nurse was shirking her duties and her profession to indulge in online casino bingo gambling.