ASA criticizes Foxy Games for displaying ‘socially irresponsible’ advert; Betfair gets clean chit
The Advertising Standards Authority (ASA) in the United Kingdom has criticized online casino operator ElectraWorks Limited after one of its adverts was found in breach of local responsible marketing protocols.
The ASA said that ElectraWorks breached the Non-Broadcast Advertising and Direct Promotional Marketing Code by permitting a paid-for Google search advert at its FoxyGames.com domain, featuring the ‘Earn Money Online – Foxy Games – Play Online’ tag line. The controversial advert was put on display when the term ‘make money online’ was searched.
The regulator underlined that the advert suggested people that they could use the gambling system offered by the advertiser to ‘earn’ money and attain a regular source of income.
Pronouncing its ruling on the advert, the AGA said, “We considered the ‘earn money online’ claim suggested to consumers that the gambling system offered by the advertiser could be used to ‘earn’ money and therefore attain a regular source of income, suggesting that gambling could be a way to achieve financial security.”
In response, ElectraWorks claimed that a ‘human error’ was responsible for offering the controversial advert. The Gibraltar-based iGaming firm also promised that the socially irresponsible advert wouldn’t appear again in the form complained of.
In a different case, the ASA found nothing wrong in Malta-based iGaming operator Betfair Casino Limited’s advert featuring a man calmly enjoying gambling while sitting in the departure lounge of an airport as other people rushing to board their flights.
The advert being displayed on the Maltese firm’s BetfairCasino.com domain was challenged because of concern that it displayed gambling taking priority over other things. The advert portrays the man enjoying gambling in a time-pressured situation as the final boarding call for his flight has been made.
However, the regulator determined that nothing could be found in the advertisement in breach of social responsibility rules because it hadn’t given the impression that one should enjoy gambling in time-pressing situations. The regulator moreover determined that the advert had been approved by Clearcast and the man in it is shown aware of his surroundings as well as his boarding time. The regulator also pointed out that the man’s relaxed demeanor was a clear indication that he was travelling during his leisure time and that nothing was suggesting in the advert that gambling was taking priority in his life over other commitments.