32Red in Advertising Row
by Glenn Baird - September 25, 2019
Online gambling company 32Red have been told by the Advertising Standards Authority (ASA) to remove google adwords that link the Jack and the Beanstalk game with their brand.
Essentially, typing “Jack and the Beanstalk” into Google would have taken you directly to a paid for advert for a slot game contained within the 32Red site, a game that is described as “high-risk”.
The ASA have deemed this to be targeted advertising aimed at children, given the appeal that a game based around a children’s fairy tale would hold.
32Red have admitted to making a mistake, with a spokesperson stating that the game “had been included on their website’s list of slot games in error”.
The ASA wrote the following comment in their official judgement:
“…they (32Red) said they removed the ads as soon they were brought to their attention and also checked that other high-risk games also were not being actively advertised. They had put in place steps to ensure that any such high-risk titles did not appear in keyword lists for ad targeting in future”.
“Because it was a highly popular classic children’s fairy tale, we considered that there was a strong possibility that this search term would be input by children or adults who were accompanied by a child.
“We, therefore, considered that, by targeting ads to search engine users who used that term, 32Red had not specifically and carefully targeted the ad only at those aged 18 or over, and had therefore directed gambling ads to those aged under 18 years of age.”