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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.”

The United Kingdom of Great Britain and Northern Ireland sits to the north-west of mainland Europe. The United Kingdom shares a border with The Republic of Ireland and has coasts on the Atlantic Ocean, Celtic Sea, North Sea, Irish Sea and English Channel. The population of the UK is approaching the 67.6 million mark leading to a fairly densely populated land mass. The gambling sector in the United Kingdom is entirely regulated and licensed by the UKGC – the United Kingdom Gambling Commission. Should players resident In the UK wish to gamble with foreign based operators there is no history of this being treated as a criminal offence, but high levels of protection exist for UK residents playing with UK licensed operators.


The above information is what we believe to be the the legal status of online gambling, however information on this topic is limited and hard to find. We accept no liability for any errors or ommissions. It is the reader’s responsibility to ensure that they know the legality of online gambling in their country before engaging with any online gambling service.