UK watchdog tightens focus on underage appeal in digital gambling advertising
ASA Clamps Down on Youth-Oriented Gambling Promotions
The UK Advertising Standards Authority (ASA) has issued two divergent rulings this week that underscore its increasingly strict stance on gambling advertisements with potential appeal to under-18s. In a judgment that could serve as a cautionary benchmark for gaming companies, the ASA upheld a complaint against Play’n GO Malta for using cartoon-like imagery in programmatic banner ads. In contrast, a similar complaint against Mecca Bingo was dismissed after the content was deemed not to appeal strongly to minors.
Play’n GO Found in Breach of CAP Code Rules
Play’n GO’s banners, served via Adroll in April 2025, featured animated characters such as a superhero Easter bunny, a robot DJ, and princesses drawn in anime style. Despite including 18+ disclaimers and responsible gambling messaging, the ASA ruled that the visuals themselves were problematic.
The CAP Code sections 16.1 and 16.3.12 prohibit gambling ads from having strong appeal to children or young people. The regulator determined that the ad’s stylised graphics and whimsical tone reflected elements of youth culture commonly seen in cartoons and video games.
More concerning was the placement: these ads were found displayed next to email inboxes for children, raising questions about the efficacy of Play’n GO’s targeting strategy. The ASA concluded that the reliance on self-declared age and behavioural data was insufficient to protect minors from exposure.
Mecca Bingo’s Film Quiz Ruled Acceptable
In contrast, the ASA dismissed a complaint against Mecca Bingo related to a Facebook post featuring emojis as part of a film quiz prompting users to guess Tom Hanks movie titles. While emojis can sometimes appeal to younger users, the ASA ruled that the post did not hold strong appeal to children, nor was it designed to mimic youth-specific content.
The post was unpaid, organically targeted to Mecca Bingo (Luton)’s followers — an audience with a majority age of over 25, according to Meta data. The ASA considered the emojis contextually relevant to a film quiz geared toward adults, thus not breaching advertising guidelines.
Regulatory Context and Industry Implications
This ruling builds on a string of recent ASA decisions aimed at curbing gambling content with child-appealing visuals. Notably, in June 2025, the ASA also upheld a complaint against Ladbrokes for its “Ladbucks” promotion, citing similarities with popular video game currencies such as V-Bucks (Fortnite) and Robux (Roblox) — both of which are highly familiar to children.
The regulator’s focus reflects wider efforts to mitigate gambling-related harms, particularly among vulnerable groups such as youth. These decisions signal that visual design, contextual relevance, and audience targeting will all be heavily scrutinised going forward.
Conclusion: Striking a Balance Between Engagement and Responsibility
As the online gambling sector continues to expand, operators must tread carefully when it comes to advertising. The ASA’s recent rulings show that even with age disclaimers and responsible gambling tags, imagery and platform placement can render an ad non-compliant.
For content creators and marketers, this underscores the importance of rigorous age-gating mechanisms, context-aware creative design, and transparency in data-driven targeting. Failure to align with these standards not only risks fines and reputational damage, but also contributes to the growing policy momentum toward stricter advertising regulation across the iGaming industry.
