32Red has knuckles rapped over targeting children with adverts

colinsunderland

Experienced Member
webmeister
MM
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Jan 28, 2016
Location
uk
Not really sure why they thought targeting 'Jack and the Beanstalk' as keywords would end well for them

https://www.asa.org.uk/rulings/32red-ltd-A19-1019068.html
The sections of the CAP code they broke were

Marketing communications for gambling must be socially responsible, with particular regard to the need to protect children, young persons and other vulnerable persons from being harmed or exploited.

Marketing communications must not:

be likely to be of particular appeal to children or young persons, especially by reflecting or being associated with youth culture

be directed at those aged below 18 years (or 16 years for football pools, equal-chance gaming [under a prize gaming permit or at a licensed family entertainment centre], prize gaming [at a non-licensed family entertainment centre or at a travelling fair] or Category D gaming machines) through the selection of media or context in which they appear
 

colinsunderland

Experienced Member
webmeister
MM
Joined
Jan 28, 2016
Location
uk
Hi Colin,

Thanks for posting.

As you suggest, this wasn’t done intentionally and an error by an agency when targeting game names on paid Google ads. It was removed immediately when flagged.

Mark

Thanks for the response Mark
Can I ask, do casinos not approve what agencies are doing before they put anything live? I mean in this day of tight advertising rules, a lot of casinos (not pointing a finger at you Mark as a lot of others used the 'agency' reason previously) have said the agency was at fault when there was an advertising screw up?
 

Casinomeister

Forum Cheermeister
Staff member
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Jun 30, 1998
Location
Bierland
I'm guessing that the marketers were given list of slot games and to target those words.

gamethumb_jackandthebeanstalk.jpg

So the guy was simply doing his job.
 

Mark_32Red (retired acct)

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Joined
May 23, 2008
Location
32Red Marketing Dpt
I might try Top Cat.

Obviously the original post named a slot which there’s no doubt about, it was classified as “High Risk” and only shown on our site to players who were age verified, however you raised some titles which are often tough for us to categorise.

“Top Cat” would initially be a game I’d associate with kids - I watched it as a kid - but I’m 40. Does the term still attract a young audience? Same for “Thundercats” I guess although there may be a new series of that these days.

Some games are not clear cut and it’s often quite subjective depending on who is making the decision. Others are bloody obvious, obviously!

Mark
 
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