The Advertising Standards Authority (ASA) has banned five social casino advertisements after ruling that they implied players could win real money prizes, in violation of the UK advertising code.
The ASA received multiple complaints about the ads, which were posted on social media platforms including Facebook, Instagram, and YouTube. The ads featured flashy graphics and enticing slogans, such as “Win Big Cash Prizes” and “Play to Win Real Money.”
One of the ads, for a popular social casino app, showed a player spinning a virtual slot machine and winning a large sum of money. The text accompanying the ad read, “Join now and start winning real cash prizes today!”
However, the ASA found that the ads did not clearly communicate that the prizes offered were virtual and had no real-world value. The advertisers argued that the ads were meant to be light-hearted and engaging, and that no real money prizes were actually awarded to players.
Despite this defense, the ASA ruled that the ads were misleading and likely to exploit vulnerable individuals who may be prone to gambling-related harm. The regulator noted that social casinos can be a gateway to real-money gambling for some players, and that it is important to ensure that advertising for these products is responsible.
In response to the ruling, the advertisers have agreed to remove the offending ads and ensure that future promotions clearly state that no real money prizes can be won. The ASA has also urged social casino operators to review their marketing practices and ensure that they are in compliance with the advertising code.
This ruling comes at a time of increased scrutiny of the social casino industry, which has grown rapidly in recent years. Critics argue that these apps can normalize gambling behaviors and lead to problem gambling among vulnerable individuals.
The ASA’s decision to ban these ads sends a strong message to the social casino industry that misleading advertising will not be tolerated. It also serves as a reminder to all advertisers to ensure that their promotions are transparent and do not exploit consumers.