The Advertising Standards Authority (ASA) recently issued its ruling on an advertisement displayed on the Portsmouth FC website by Kwiff, a subsidiary of Eaton Gate Gaming. The advert, which promoted a gambling offer, was shown within a news article relating to the Junior Blues, a section dedicated to memberships for children aged four to 17.
Background:
On 15 December 2022, the Portsmouth FC website featured an advert by Kwiff that read, “Grab up to 200 Cash Free Spins on Book of Dead! Wager £20 ($24) on slots and Get 40 Cash Free Spins for five consecutive days. Sign Up Kwiff.” The placement of this gambling-related advert within an article targeting younger readers raised concerns regarding responsible advertising.
Eaton Gate Gaming’s Defense:
Eaton Gate Gaming argued that the advert was only displayed in the news section of the Portsmouth FC website, separate from the Junior Blues membership pages. They contended that the information about children’s memberships primarily targeted parents. Furthermore, they provided tracking data, which indicated that all 33 individuals who interacted with the advert were over 18 years old, as verified by the age-verification system.
ASA’s Response:
The ASA challenged Eaton Gate Gaming’s defense, stating that older children within the Pompey Teen category, aged 13 to 17, could have accessed the news article and seen the advert themselves. The presence of the phrase “do not worry if you are aged 18 or over, as we also have adult membership packages available” on the specific page further complicated the matter. ASA deemed it necessary to take regulatory action to address the issue and ensure compliance with advertising standards.
Regulatory Action and Future Guidelines:
As a result of the ASA’s ruling, Eaton Gate Gaming and Kwiff will face restrictions on the types of articles on which their adverts can be displayed. This measure aims to prevent future instances of inappropriate ad placement. Furthermore, a warning has been issued to Eaton Gate Gaming, emphasizing the need to avoid showing advertisements to individuals under the age of 18.
The ASA’s verdict on the advertisement displayed on the Portsmouth FC website highlights the importance of responsible advertising, particularly when it comes to promoting gambling offers. The concerns raised by the advert’s placement within a news article targeting younger readers underscore the need for clearer guidelines and stricter adherence to age restrictions. By taking regulatory action and setting future advertising standards, ASA aims to ensure that advertisements are appropriately placed and safeguard young individuals from exposure to gambling-related content.