{"id":4883,"date":"2019-04-04T08:06:09","date_gmt":"2019-04-04T12:06:09","guid":{"rendered":"https:\/\/www.realmoneygambling.com\/news\/?p=4883"},"modified":"2019-04-04T08:06:09","modified_gmt":"2019-04-04T12:06:09","slug":"asa-bans-ads-from-five-igaming-firms-for-targeting-children","status":"publish","type":"post","link":"https:\/\/www.realmoneygambling.com\/news\/asa-bans-ads-from-five-igaming-firms-for-targeting-children\/","title":{"rendered":"ASA Bans Ads from Five iGaming Firms for Targeting Children"},"content":{"rendered":"\n\t\t\t\t


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United Kingdom’s Advertising Standard Authority (ASA) has recently employed the use of new avatar technology to crackdown<\/a> on advertisements from five online gambling operators. These betting brands were found to have violated UK rules<\/a> by targeting children.<\/p>\n\n\n

The pioneering technology used by the ASA created online\nprofiles that tracked the adverts being served to children who were between six\nyears old and sixteen years old over a two-week period \u2013 the adverts simulated online\nbrowsing behavior that is typical of children. Within the monitoring period, some\nof the online gambling operators served the child avatars a total of 10,754\ntimes across a total of 24 non-logged in children’s websites as well as 20\nopen-access YouTube channels. Moreover, 23 individual gambling ads were served to\nthe child avatars on 11 of the children websites a whopping 151 times.<\/p>\n\n\n

The five companies that broke the UK advertising code which restricts gambling ads from being targeted at people under the age of 18 were Vikings Video Slot, Redbet, Multilotto, Unibet and PlayOjo. Vikings Video Slots was, by far, the biggest culprit accounting for almost half of the ads that were found to be targeting minors, that is, they were responsible for a total of 10 ads and 122 times (80 percent) of the number of times that the gambling ad appeared. <\/strong>None of the adverts from these companies appeared on the open-access YouTube channels, fortunately.<\/p>\n\n\n

Revolutionary Step Forward<\/h2>\n\n\n

The ASA’s initiative with the new avatar technology<\/a> was part of a wider strategy by the ASA to use technology to make policing online advertising much easier and way more proactive. According to Gemma Rosenblatt, the organization’s research specialist, the ASA intends to use the technology to get a deeper insight into what really happens in the online gaming scene.<\/p>\n\n\n

“We think this technology has a lot of potential. It gives us a good idea of what\u2019s out there, which is sometimes distinct compared to what people might complain about. You\u2019re talking about young children who may not know what they should or shouldn\u2019t be looking at on their own, so this gives us a sense of what\u2019s being served to those children,” Rosenblatt stated.<\/p><\/blockquote>\n\n\n

In response to the discovery, the ASA instructed the\ngambling operators who were found to have broken the rules to take immediate\naction to review their online adverts, the selection of the media and the context\nin which the ads appear and ensure that they do not target anyone below the age\nof 18. Fortunately, all of the gambling companies have accepted culpability to\nthe fact that their adverts broke the rules. This a great start to fix things\nup.<\/p>\n\n


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