ASA Instructs Coral Bingo to Redesign Three Game Ads

Strict regulations in terms of online betting and advertising within the UK is a widely known fact, and ASA's last week's ruling on Coral Interactive (Gibraltar) Ltd or Coral Bingo has confirmed the trend of passing harsh rebukes to operators on a regular basis. One of the UK's biggest networks for parents with over 12 million visitors per month has submitted an appeal to the Advertising Standards Authority, claiming that three games on site do not appear in their original forms, and therefore represent a potentially dangerous marketing material for children.

According to the industry experts, other owners could face the same ruling, as games are not exclusive and can be promoted in various forms. After conducting a thorough review of the website, it has been determined that slots Rainbow Riches, Fishin' Frenzy and Lucky Wizard are in breach of CAP Code rules, due to their promotional representation, which might appeal to children. The advertisements showed an animated image of a rainbow, a pot of gold and a leprechaun, fishes swimming in the ocean and an animated image of a wizard.

The CAP Code is very strict about presenting gambling ads as a sort of material that might appeal to children or youngsters. Since all three adverts depicted fairytale characters, ASA asked Coral to immediately redesign the promotional material which is more likely to appeal to children than adults (18+). The company has made necessary adaptations to the original design, but has also stated that the style was not mimicking fairytales that would appeal to a younger audience, since it's consistent across the entire industry with similar products.

Nevertheless, the united parents remained true to their beliefs and said that these types of games are often talked about because it has become easy to jump from a free game on social media to gambling sites. Similar games like Candy Crush are extremely popular among children who play it on their mobile phones, and jumping to a betting site with appealing teasers will always find a way. Rainbow Riches is considered as one of the most popular slot games in the UK, powered by Playtech and Scientific Games. Currently, it is available in outlets such as 888 Games or Bid Bingo.

Original source: "ASA Ruling on Coral Interactive (Gibraltar) Ltd", . ASA. June 20, 2018.

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