Gambling Ads Accidentally Displayed in App Used by Children

Gambling Ads Accidentally Displayed in App Used by Children

Reports have come in that four separate gambling related advertisements have been banned due to being displayed to children below legal gambling age.

The ads were for gambling operators such as LottoGo EuroMillions, Betfair Bingo and William Hill Vegas.

The mobile application in question is the Looney Toons World of Mayhem. In fact, the news isn’t breaking, it’s just now being reported. The accident actually happened as early as February 2019.

The affiliate which was responsible for aggregating the ads to the applications Tapjoy has now been abandoned by all three companies, claiming that this was not what they signed up for, and they are absolutely right.

The game in question, Looney Toons World of Mayhem, would offer incentives to watch ads, such as in-game gems that the players could use for upgrades and various other features, therefore, many kids were subjected to the gambling ads and actually pushed to doing so.

A major misunderstanding

What’s even more confusing is that Scopey, the publisher responsible for the Looney Toons World of Mayhem is claiming that their game is not targeting young children. In fact, it is targeting people above the age of 16.

Although there are two age demographics within the target audience that are not legally able to gamble, it’s still a much better situation than targeting 6-year-olds and what not.

Despite this claim, the Advertising Standards Authority (ASA), who is responsible for overseeing relevant ads on various platforms claims that the game in question is rated PG 7, meaning people aged seven and above.

Due to the game’s usage of popular cartoon characters and its simple design, the ASA deemed it recommendable to younger audiences as there were very little traces of violence. Nevertheless, the ASA acknowledges that Looney Toons characters would be much more recognizable for older audiences who lived during their “glory days”.

Companies abandoning the partnership

Companies such as Betfair and LottoGo were quick to abandon their partnership with the publisher as it was the best solution at the time.

Before the information spread that the publisher had classified it as PG 16, but the ASA deemed it as PG 7, all companies involved were pointing their fingers at Tapjoy, which is the company that took the most damage from this debacle.

Overall, the issue has been solved and the ASA has promised to be much more vigilant, alongside Tapjoy and other parties involved.

Was abandonment the right choice?

Looking at the issue from a business standpoint. All casinos involved made the right choice o immediately sever ties with Tapjoy to avoid as much backlash as possible.

When it comes to the overall trend in the market, it always helps to do a bit more research before such a major move is made.

Nevertheless, Tapjoy is going to have a hard time finding new clients in the future as these three were arguably its biggest income sources.

Nick comes from the financial services area. He is an expert in currencies and stock trading, yet gambling has always been his passion. At CasinoPlayersReport Nick is overviewing the financial health of listed companies within the iGaming sector, recent regulatory updates, and other major news.


Please enter your comment!
Please enter your name here