Gambling Ads Scrutinized: UK Regulator Flags Misleading Income Claims
The United Kingdom’s Advertising Standards Authority (ASA) halted a promotional campaign by Foxy Games for suggesting individuals could attain fiscal stability through engaging in slots and bingo.
This situation arose from a Google search advertisement that Foxy Games launched in July of 2020. The advertisement appeared when users searched for “generate income online” and displayed the headline “Generate Income Online – Foxy Games – Play Online.” A complaint was filed, contending that Foxy Games was insinuating that gambling was a viable method for achieving financial security. The ASA concurred, highlighting that the phrase “generate income online” implies a means to secure consistent earnings.
Foxy Games stated the advertisement was an error and that they had removed it. Nevertheless, the ASA prohibited the advertisement from reappearing in its original format.
Intriguingly, the ASA examined a comparable grievance regarding a Betfair advertisement but did not deem it to be in breach of regulations. This television advertisement depicted a man placing wagers on his mobile device while hurrying to board a flight, accompanied by the tagline “The chances are chances are.” The complainant perceived this advertisement as presenting gambling as a higher priority than other aspects of life, as it showcased someone opting to gamble even when pressed for time. The ASA dissented, stating that the man was not disregarding other obligations to gamble and the advertisement did not portray it as indispensable.
