Five gambling companies' adverts banned after being displayed to children

Watchdog finds 23 ads from five firms were shown to avatars that mimicked the browsing behaviour of under-18s

Five online gambling companies have had their adverts banned for breaking strict rules about targeting children. The Advertising Standards Authority (ASA) used child avatars to find gambling ads that were being displayed to under-18s.

The watchdog found adverts from 43 gambling firms displayed in non-logged-in environments, meaning the age of those viewing them could not be verified and they could be shown to children.

Five of those gambling operators, including Aston Villa sponsor Unibet, had a total of 23 ads banned for breaking rules that prohibit gambling ads being targeted at under-18s. The others were Vikings Video Slot, RedBet, Multilotto and PlayOjo.

Betting companies have come under intense scrutiny because of an explosion in gambling advertising, particularly during and around live sport such as the Premier League.

Campaigners say the ubiquity of betting adverts normalises an inherently risky behaviour from a young age.

But firms have so far faced few sanctions. The ASA does not have the power to fine companies for breaches of its rules.

The watchdog worked with a data and analytics firm to create seven online avatars to replicate browsing habits of children aged six to seven, eight to 12 and 16, an adult, a person of an indeterminate age and a profile reflecting an adult and a child using the same device.

Over a two-week monitoring period, 23 individual gambling ads were seen by the child avatars a total of 151 times on 11 of the children’s websites monitored.

Vikings Video Slot was responsible for 10 ads and 81 per cent of the total impressions.

The five operators accepted their ads broke the rules, but most blamed the problems on errors by third-party companies.

A spokesperson for Kindred, which owns Unibet said: “The advert was served by a third party without the control or knowledge of Kindred/Unibet and in breach of the contractual terms in place.

“The advert was served due to a fault in that third party’s systems and the fault has been addressed. The advert did not lead to under-18 gambling.”

The companies must take immediate action to review their online ads to ensure they aren’t displayed to children.

The watchdog is looking at expanding its approach of using child avatars to logged-in environments such as Facebook, Instagram, YouTube and Twitter.

It is also considering monitoring exposure to online ads for alcohol as well as high fat, salt or sugar food and drinks.

ASA chief executive Guy Parker said: “Online ads are subject to the same strict rules that apply elsewhere and this important new monitoring capability delivers on our commitment to having more impact online.

“It’s already allowed us to spot a problem with a small number of gambling operators and take quick and effective action to ensure children are protected from irresponsibly-targeted gambling ads.

“We’re already looking at expanding this work, as well as exploring how other new technologies can help us protect the public.”