Play’n GO gambling ads banned over teen risk concerns

From Easter egg hunts to anime princesses, gambling ads are once again skirting too close to childhood territory. 

The UK Advertising Standards Authority (ASA) has ruled that three digital ads by Swedish supplier Play’n GO broke gambling marketing rules by using imagery likely to appeal to under-18s.

The incident underscores growing concerns over teen exposure to gambling content, especially as research suggests youth gambling is on the rise across Europe.

What happened — and why it matters

The ASA received two complaints about banner ads served via the AdRoll programmatic platform, which appeared alongside children’s email inboxes. 

The content in question promoted Play’n GO slot games using colourful animated characters:

• 🐰 An Easter bunny superhero holding a silver egg and basket

• 🤖 A cartoon robot DJ with pixel eyes spinning records

• 👑 Three anime-style princesses promoting the Moon Princess Origins slot

All ads featured Play’n GO’s logo and displayed 18+ disclaimers, but that wasn’t enough to prevent a rebuke.

According to the ASA, the imagery was “likely to have strong appeal to under-18s,” breaching key rules governing gambling ads.

Teen gambling is rising, and regulators are scrambling

While the ASA did not issue a financial penalty, it ordered the ads pulled and warned Play’n GO against using similar visuals in the future. 

But the bigger picture is that youth gambling has youth gambling has doubled in parts of Europe over the past five years, with regulators struggling to keep pace.

Recent cases, including a warning issued to BetMGM over content featuring a teenager, show this is not an isolated issue. Experts are now calling for:

• ✅ Age verification backed by payment or credit data

• ✅ Full exclusion of shared-device ad targeting

• ✅ Greater responsibility from gambling affiliates and software providers

Is programmatic advertising still fit for purpose?

AdRoll and similar platforms rely on behavioural targeting, self-declared age data, and cookie-based retargeting. All of which can easily break down on shared devices or in family homes.

Ad Theme	Imagery	ASA's Concern
Easter Eggspedition	Cartoon bunny superhero	Appeals to young children
Spinnin' Records	Robot DJ with pixels	Fantasy aesthetic popular with youth
Moon Princess Origins	Anime-style princesses	Strong visual ties to teen content

Play’n GO admitted the ads may have reached minors unintentionally due to “acknowledged limitations” in programmatic systems. 

The regulators insist that’s no excuse.

Protecting players…and their children

The case has prompted renewed calls for both parents and gambling firms to take stronger action.

Player protection tips:

• Clear cookies regularly to avoid ad retargeting

• Use parental controls and browser filters

• Avoid accessing gambling sites on shared family devices

Regulation needs to evolve, and fast

While ASA’s ruling highlights the UK’s tough stance on child protection in advertising, other markets are also taking steps. 

The recently formed GRAI has reiterated its commitment to taking a harsh stance on companies that allow children to gamble, with punishment including a €20milion fine and up to 8 years in prison.