Slapped Wrist for Gambling Operator From Swedish Watchdog For Superhero Ad

Online gambling operator Cherry AB has been reprimanded by the Swedish ad watchdog, Reklamombudsmannen (RO) for its ads which have been deemed to target underage gamblers. The advertising ombudsman has ruled that Cherry using superheroes in its advertising campaign meant that its products would appeal to underage gamblers.  

Complaints over posters 

The ruling was issued after complaints were received from members of the public over the use of cartoon imagery in Cherry AB’s Hajper casino brand adverts. The posters were displayed in the subway in Sweden and two commuters submitted complaints to the RO about the content of the ads. 

In the posters, a male superhero is shown wearing an outfit bearing the letter H – for Hajper. Alongside the cartoon-like figure is text which highlights how much can be won and how quick it is to sign up. The advert does also mention that players must be aged 18 or over, despite its childlike design.  

The two complaints that the RO received mentioned the overall look of the advert which was felt was deliberately intended to look like a comic book, and thereby appealing to youngsters. The typography, images and design were among the components which were criticised as being too appealing for underage gamblers.  

Before reaching its decision, the watchdog invited Cherry AB to submit comments about the poster but the body says that the gambling company declined to do so.  

Unanimous verdict 

The RO unanimously found that the advert would be noticed by children and they felt that those aged under 18 could be influenced by the campaign. The body also felt that its placement in the subway further exposed it to being seen by children, as well as the adult travellers. The RO said the warning text about the need to be aged 18 or over was not sufficient to mitigate the youthful design.

The Gaming Act specifically states that children must not be targeted by any advertising, and the RO have ruled that Cherry have failed to meet this requirement. It is not yet known what penalty, if any, will be handed out to Cherry by the RO.

Cherry aren’t the only gambling operator testing the waters with Swedish betting regulation. Another company is currently in the process of a legal wrangle over using a cartoon-like mascot in their posters too. Other licensees are awaiting the legal outcome of this case as they believe it may set a precedent for the industry.