ASA Bans Ad for Monopoly-themed Online Casino Game

An online casino game based on the popular board game, Monopoly has been banned by the Advertising Standards Authority or ASA in the UK, because the ad, which appeared on Mirror Online website was designed to appeal to children.

The ASA found the ad to breach its code which prohibits gambling ads from being targeted to younger people, as the ad uses Rich Uncle Pennybags, the famous mascot for Monopoly, which is a cartoon figure almost every child is familiar with.

The ban comes amidst rising concerns in the UK that children have increasingly been exposed to gambling through various channel such as TV ads, computer games, mobile apps, social media, football shirt sponsorships, etc. Just last year, an audit released by the Gambling Commission showed that the problem gamblers who are aged between 11 and 16 are increasing by the year. The number rose to 55,000 in just two years.

Right Reverend shows support for the ban

The bishop of St. Albans, the Right Rev Dr. Alan Smith showed his support for the Asa ban on the ad, saying that the ad was “yet more evidence” that children are being targeted by gambling companies today. He said that Monopoly is a family board game that is played and loved by young people everywhere and the mascot of the game – “a smiling cartoon character” – will appeal to kids.

Smith added that board games must be off-limits to gambling companies in their attempts to normalize these “highly addictive casino games,” and that he hopes other companies will take notice and remove any similar ads.

Gaming company says ad not designed to target children

Entertaining Play, the company behind the advertisement, however, argues that the ad was not designed to appeal to children and that the character of Rich Uncle Pennybags was likely not to appeal to younger people.

The company said that the Monopoly mascot is dressed in adult attire and does not have cartoon-like features that are usually seen in children’s programming today. Moreover, no “garish or overly vibrant” colors were used in the ad to make it more attractive for children, and the ad did not draw any kind of inspiration from youth culture.

Mirror Online, the website that published the ad, also said that they included a label that said “18+” and did not believe the ad would appeal to younger people.