Acid Test for Mr Monopoly Online Casino Game

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Acid Test for Mr Monopoly Online Casino Game

[/vc_column_text][vcex_spacing size=”20px”][vc_single_image image=”1598″][vcex_spacing size=”20px”][vc_column_text]Recently the Monopoly slot game received an ad ban for the use of the well-known cartoon mascot, Mr Rich Uncle Pennybags – called also Mr Monopoly – as being potentially appealing to children.

The Advertising Standards Authority (ASA) considers that the ad appeared on the Mirror Online website breached its code – which states that gambling ads have not be designed to be popular with youngsters.

Important to mention that the ban grounds on the negative impact of gambling on young minds through TV advertisements, sports clothing sponsorships, computer games and social media apps.

Analyzing the gambling influence on children, The Gambling Commission carried out a research during the last 2 years in Britain. The audit report classified around 55,000 of under-17s with problem gamblers. In this context, the Bishop of St Albans, Right Reverend Alan Smith, called the phenomenon a “generational scandal”.

It should be noted that the ASA has not yet published the ruling; nevertheless, the Guardian understood that the ball was in the court of the Entertaining Play, and the company behind the game (the Gibraltar) have not to use the ad again.

Obviously, the Rev Alan Smith greeted the move to restrict gambling advertisements and said:

“Monopoly is beloved by young people and there was no doubt that a smiling cartoon character which is the logo of this family board game will appeal to children. Board games should be allowed to remain board games and must be off-limits to gambling companies pushing boundaries in order to normalise highly addictive casino games. I hope other companies that stoop to these tactics take note and remove similar adverts.”

As a response to the ban, Entertaining Play argued that Mr Monopoly was not likely to be appealing to young persons.

The company said that the character was wearing adult clothing and “did not possess exaggerated features and did not mimic any style of cartoon character seen in current children’s programming”.

It specified that the ad colour palette was not brilliant and “did not draw inspiration from youth culture” – all these arguments ensured the targeted consumers to be +18 old persons.

Conversely, Mirror Online related to the ASA it didn’t consider the ad would appeal to children and included an 18+ label reading.

Anyway, the ASA was not convinced that the under-18s would be protected to the advert, telling:

“We considered that Monopoly was a family game generally played by or with children, and that under-18s would therefore recognise and find the ad’s references to it appealing.”

Considering the image of Mr Monopoly with “exaggerated features reminiscent of a children’s cartoon” would be popular to under-18s, it said:

“Taking account of the ad as a whole, we considered that the use of the Monopoly logo and the depiction of the Mr Monopoly character meant that the ad was likely to appeal more to under-18s than to over-18s.”

Relating to all the disputes, neither Hasbro Company nor Gamesys Corporation offered comments.[/vc_column_text][/vc_column][/vc_row]

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