The UK Advertising Standards Authority has banned a Google search ad from Foxy Games saying it irresponsibly implied that gambling can lead to financial security.
Though Foxy games has said the ad appeared in error, the authority still banned its future use.
The ad appeared on Google searches for “make money online” and read Earn Money Online – Foxy Games – Play Online.”
A complaint filed against the ad said it implied that players could gain financial security by playing slots and bingo games. Foxy Games said in a statement that the ad appeared as a result of human error and the company had already taken steps to remove it.
However, the authority still banned the ad.
“The CAP Code stated that advertisers must not suggest that gambling can be a solution to financial concerns, an alternative to employment or a way to achieve financial security,” the authority said in its ruling. “We considered the claim ‘Earn Money Online’ suggested to consumers that the gambling system offered by the advertiser could be used to ‘earn’ money and therefore attain a regular source of income. We considered this had the effect of suggesting that gambling could be a way to achieve financial security.
“We acknowledged that, on receipt of the complaint, the advertiser had taken action to address where their ads were served,” the ruling continued. “However, we concluded that the ad suggested gambling was a way to achieve financial security, and was therefore socially irresponsible.”
The authority also dismissed a complaint against a broadcast ad for Betfair Casino, which aired in July. The showed a man rushing through an airport to board a plane while another man was sitting down drinking coffee and looking at the Betfair Casino app on his phone.
The complaint alleged that the ad was irresponsible by suggesting that gambling was a priority in life over the pressure of making a flight.
Betfair Casino responded that “great care had been taken when creating the ad to ensure that it complied with the requirements of the BCAP Code and the ad had been approved by Clearcast.”
“The ASA considered that although the man was momentarily occupied with gambling, he was not distracted because he heard the ‘final call’ and appeared to have made his flight on time in a calm and collected manner without needing to rush,” the authority rules. “By contrast, others around him were rushing to board their flights,” the ASA said in its assessment.
“We did not consider that the ad gave the impression that people should gamble in situations where they were genuinely at risk of being distracted from an important task,” the authority said. “We therefore concluded that the ad did not portray, condone or encourage gambling behavior that was socially irresponsible, or portray gambling as indispensable or as taking priority in life.”
