Online casino brand Spin Genie has had a complaint against it upheld by the Advertising Standards Authority (ASA).
Spin Genie animated advert
A recently aired television advert for Spin Genie was criticised for being likely to appeal to under-18s. The advert concerned showed a gold coin land on an animated desert island. It then explodes into more coins, which were then collected with various treasures along the way. Meanwhile, a voiceover read:“You land in a world of magic and funIt’s exciting, Spin Genie, best adventure bar none.Open the door to smashing surprisesCollect goodies that can win you a stash of cash prizes.Journey with me and the further you goThe more you could unlock in the world full of dough.Through deserts and mountains, the wonder beginsJoin Spin Genie today for 50 free spins.”
Under ASA regulations adverts promoting gambling should not appeal to under-18s. The rules state: 16.1Marketing communications for gambling must be socially responsible, with particular regard to the need to protect children, young persons and other vulnerable persons from being harmed or exploited. Advertisements for gambling must not: 16.3.12Be likely to be of particular appeal to children or young persons, especially by reflecting or being associated with youth culture 17.4.5Be likely to be of particular appeal to under-18s, especially by reflecting or being associated with youth culture
Clearcast and Spin Genie both argued that the advert was not aimed at under-18s. Clearcast said that each element of the advert had been carefully considered to appeal to the general public rather than under-18s and that the theme of collecting coins is widely used in adult video games. The organisation also argued that the graphics used referred to specific games on the casino site and that none of the symbols appearing in the advert were particularly juvenile. Spin Genie’s parent company Bear Group pointed out that the advert was only broadcast after the 9pm watershed and was only shown during ad breaks of adult themed television programmes.
Despite the vigorous defense, the ASA ruled that the advert was in breach of the CAP and BCAP codes outlined above. The regulatory body judged the advert to be too similar in style to video games aimed at youngsters and that the language used was likely to appeal to children. The ASA described the overall theme as child-like and decided the advert was more likely to appeal to under-18s than adults. Therefore, the complaint was upheld as the ASA ruled the advert was irresponsible and breached the code.