Don’t Gamble on Bingo Ads, Warns ASA
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ASA reminds advertisers that bingo ads will be treated as gambling ads for the purpose of standards regulation. There is a drive to characterise “loot box” purchases within video games as a legal form of gambling.
The ASA codes for advertising (broadcast and non-broadcasts) seek to prevent gambling adverts from targeting or exploiting vulnerable people. The focus is on restricting the promotion of gambling to minors and discouraging any perception of it as a solution to financial problems.
The ASA is concerned about the content of bingo ads. It is also concerned that they are not being applied rigorously enough to bingos. The ASA also has concerns about targeting of the ads at minors. It also reminds advertisers to take care when placing adverts. and consider the context of an advert's location. If they do not, they may be subject to action and censorship from the ASA.
The ASA reminds readers to include significant conditions of promotional offers within adverts. They also remind people that using a format with limited space is not sufficient to excuse a failure to mention material conditions.
There is a growing campaign to see internal purchases in video games which lack a guaranteed outcome as gambling. The Gambling Act 2005 does not cover loot boxes, but the government's review of gambling legislation is ongoing. If in-game purchases are brought under the G gambling act's remit, advertisers will need to take extreme care in respect of games that heavily feature them.
