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Mind Your P's and Q's

The UK garnered all sorts of publicity more than two years ago when the Gambling Act rules and regulations came into effect – the UK is lauded for its tight gambling regulations and strict policies that are designed to protect underage and problem online casino gamblers from exploitation. One area that gained a lot of attention were the new regulations on the media and advertising side of the business – for the first time online casinos and gambling sites were able to film commercials, design magazine advertisements, and more. All was within the bounds of the new advertising regulations – but to ensure that this newfound freedom didn’t go to their heads, the Advertising Standards Authority (ASA) was put in place to monitor the online casino gambling adverts.

Recently, there have been two advertisements rejected by the ASA because of their interpretive meanings. In the most recent case, the King.com Web site’s advertisement could presumably promote online casino gambling to a young demographic. The advertisement featured animated cartoon-style characters – a young women playing the Bejeweled skill game.

The skill gaming company, MidasPlayer, has attempted to fight the ruling that the advertisement is banned from further us in its current format. The company claims that it does not operate online caisno gambling and should therefore not face censorship. But the ASA and the Brand Republic industry paper actually agree with the sate rather than siding with the poor farmer. Although the commercial has a few factual errors, it is contended to be wholly inappropriate since the site is setup to offer wagering on the skill games.