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Protecting the Children

The Advertising Standards Authority (ASA) announced a new online casino gambling ad that is banned from the media because of its potential appeal to underage gamblers. The ASA is essentially the an enforcement arm of the UK Gambling Commission. The UK has very liberal gambling legislation as of last September, but as the land and online casino gambling companies test the bounds of their advertising rights, the ASA is there to reign in some overzealous campaigns. The current ban involves the advertisement of a new marvel slots game release for Littlewoods.

This ASA ruled that although the online casino gambling company was very careful to keep the advertisement away from media that targeted children, the use of a cartoon Spiderman image specifically “[appeals] to children or young persons.” Interestingly, Littlewoods has long used its access to the Marvel comic book heroes as a part of the company’s long-range marketing plan. The company’s main online casino gambling site, OnlineGamblingWeb.com boasts an extensive line of Marvel themed slots and games – this is the company’s main brand.

Littlewoods argues that this is the first compliant against the company’s advertisements using Marvel comic book heroes and that the ASA is not fairly considering the company’s full marketing strategies in their blanket ban on the advertisement. Online casinos are finding that the ASA believes there is a fine line in acceptable advertisements, and in this case, it doesn’t matter that the ad was targeted at a reader base with an average age of 41 – the use of a cartoon to advertise internet gambling is taboo and the ASA’s action shows that the decision will be strongly enforced.