ASA orders sites to cease using fairytale themed adverts

Copyright: JanPietruszk / 123RF Stock Photo

The Advertising Standards Agency (ASA) has ruled that gaming operators must cease using various promotions as they were deemed likely to be of particular appeal to children.

Three of the complaints to the ASA were made by the campaign group, Fairer Gambling and were relating to promotions run by, a site owned by ProgressPlay.

The promotions in question, were about Fairytale Legends Red Riding Hood, Fairytale Legends Hansel and Gretel, as well as Fairies Forest.

The ASA cited part of its decision for upholding the complaints was because the games were available to play on demo mode before signing into the site. However, moving forward as part of its response ceased the availability of demo mode on the games without going through age verification checks and a sign in process.

Further responding, stated that it was part of its policy that prior to launching any game on their website, the game and its graphics were thoroughly reviewed in order to ensure that there was nothing within it that was likely to have particular appeal to children.

The group also stated that addressing all responsible gambling issues with their business partners was an essential and substantial part of their commercial agreement, and included ensuring that ads for their games would not have particular appeal to children. Any breach of that policy, authorised to terminate the agreement with their business partners.

Although the ASA welcomed the response of, it also deemed that “The ads must not appear again in their current form. We told to ensure that their gambling ads did not have particular appeal to under-18s.”

Also feeling the wrath of the ASA for a similar offence was both and, with the campaign group Fairer Gambling once again complaining that the site had gambling content that could be of a specific appeal to children.

A total of eight complaints were received about the operators, with both emphasising that the demo version of the games were only available after the consumer had logged into the site.

In conclusion, the ASA upheld six of the eight complaints, ruling that the adverts in question must be removed from the site as they had a specific appeal to youths and appeared on unrestricted parts of the site.