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.