ASA Looks To Ban New Ad For Monopoly Theme Casino Game

ASA Looks To Ban New Ad For Monopoly Theme Casino Game May 8, 2019 May 8, 2019 Carolyn Dutton
 Legislation May 8, 2019 by Carolyn Dutton

Monopoly is one of the most popular board games in the world that is played by adults and children. The game is fun and is also a great way for players to learn about money, investing and debt. There is a monopoly themed online casino game available for players who want to skip the traditional way of playing the game and try it online.

This game is being advertised in the UK using the ‘Rich Uncle Pennybags’ mascot and this has caught the attention of the Advertising Standards Authority (ASA).

The ASA is concerned that this ad might invoke a lot of attention from children and lure them to online gambling websites. The UK Gambling Commission (UKGC) and the ASA have taken major steps in recent months to put in place stringent regulations to ensure that minors are not targeted by gambling operators and the underage gamblers do not access online gambling websites.

The ASA believes that this new ad has broken a part of its code of conduct which asks operators to not make any content that attracts children. The current regulatory environment is very concerned about how children are being exposed to gambling through a variety of channels. Young people are being bombarded by gambling content from football shirt sponsorship, computer games, social media, and TV ads.

ASA Instruction Rejected

Entertaining Play is the company that has developed this game and the people behind the new ad. The ASA has sent out a stern warning to the company asking them to take down the advertisement but the company is not willing to do so.

Entertaining Play has decided to fight back. The company has argued that the Rich Uncle Pennybags mascot is not attractive to children and that their ad targeted at older people. Company representatives pointed out that the character was dressed as an adult and did not have the exaggerated features or cartoon style that attracted children. They also pointed out that the ad was not very brightly colored nor did it use anything from youth culture.

The Mirror Online which is the site that hosted the ad also threw their support behind Entertaining Play and said that they did not think that the ad would appeal to children. Additionally, they included an 18+ label to be safe.

However, the ASA is not buying that argument and stated that while Monopoly was generally a family game, many under-18s would recognize the mascot and it would appeal to them.

Carolyn is our legislation expert, with a background in law she is able to cover the current state of gambling around the world