ASA issues rulings on gambling ads from Play’n GO and Mecca Bingo
Rulings underline ASA’s dual approach to gambling ad enforcement based on context and design.
Key points:
– ASA upheld complaint against Play’n GO for using cartoon imagery likely to appeal to children
– Complaint against Mecca Bingo’s emoji-based film quiz was not upheld
– ASA continues to enforce CAP Code rules on under-18 appeal in gambling ads
The UK Advertising Standards Authority (ASA) has issued contrasting rulings on two gambling-related ads, upholding a complaint against Play’n GO Malta while dismissing one against Mecca Bingo.
Three banner ads from Play’n GO, served via programmatic platform Adroll in April 2025, were found to feature characters with strong under-18 appeal.
These included a cartoon superhero Easter bunny, a robot DJ and anime-style princesses. The ASA concluded that the imagery breached CAP Code rules 16.1 and 16.3.12, which prohibit gambling ads from appealing strongly to those under 18, especially by reflecting youth culture.
Despite carrying 18+ labels and responsible gambling messages, the ads were shown beside children’s email inboxes.
The ASA determined that the targeting measures in place, based on self-declared age and behavioural data, were not robust enough to exclude minors.
Good to know: In June 2025, the ASA upheld a complaint against Ladbrokes for its use of “Ladbucks,” citing visual similarities to popular video game currencies like Robux and V-Bucks
By contrast, the ASA ruled that a Facebook post by Mecca Bingo did not breach the CAP Code. The post featured emojis that formed a film quiz prompting users to name Tom Hanks movies.
The complainant argued that the cartoon-like emojis could attract children, but the ASA concluded that the content lacked strong appeal to under-18s.
The post was not paid advertising and was targeted at the Mecca Bingo (Luton) page’s audience, the majority of whom were aged over 25 according to Meta data.
The ASA also found that the emojis, though varied, were contextually part of a film puzzle designed for adults, with no direct association with youth culture.
No further action was required against Mecca Bingo, while the ASA instructed Play’n GO to avoid using child-appealing imagery in future ads unless targeting is demonstrably age-restricted.
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