Gambling marketing should avoid targeting youth audience.
In the UK, a debate surrounding youth protection has emerged. This came about due to a series of articles in Daily Mail and The Times online editions, which highlighted slot machines that seemed to be specifically targeting younger individuals. Regulatory authorities have now become involved, sending a letter to gambling establishments advising them to stop promoting such content.
If these companies fail to respond promptly, sanctions could be enforced. These punishments could have severe consequences, since the letter signatories are not just the advertising regulators ASA and CAP, but also the gambling regulator UKGC. This body even has the power to revoke an online casino's operating license.
However, it's not necessary for companies to remove the games entirely. The focus is on reducing the visibility of such content. This includes advertising on third-party platforms as well as operator websites and playable demos without registration. Any content "primarily aimed at young people" might not be allowed on publicly accessible sites or promoted.
The issue lies in determining what content is considered youth-oriented. According to the authorities, a piece of content may be intended for minors if it "is likely to appeal more to minors than adults." Some features they listed in their letter that appeal to younger individuals include comic-style graphics, certain color combinations, animals, or references to popular youth culture figures. Examples mentioned are "Jack and Beanstalk," "Piggy Payout," "Fluffy Favourites," and "Pirate Princess."
The definition appears a bit ambiguous - it may also be the case. The authorities acknowledge in their letter that a "difficult and nuanced" decision is required. Therefore, they're available for consultation if content is questionable.
Excessive Measures or Necessary Precautions
Gambling, particularly online, is presently under intense scrutiny in the UK. Apart from the regulatory pressure, certain media representatives are also criticizing the adverse effects of this form of entertainment. The Times and Daily Mail, in particular, have published a series of critical articles on gambling addiction, youth protection, and deceptive advertising.
It's likely that this public pressure drove the authorities to act. On one hand, one could question why gambling games featuring obviously child-friendly content are provided at all. After all, legal age for gambling is 18 in the UK. Should young people engage with games that they can't even register for? Do the operators believe young people can circumvent the registration process and earn profits from them? Or do these titles target a group of adults who've retained their affinity for Peter Pan & Co.?
Probably, it's a combination of these factors that drive software developers to create these games. That the British authorities are attempting to limit the exposure and promotion of such content can only benefit youth protection.
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Source: www.onlinecasinosdeutschland.com
