Recently, the UK’s Advertising Standards Authority (ASA) made headlines with its ruling against five companies that promoted misleading social casino game ads on TikTok. These ads implied that players could win real-world money or prizes, which is far from the truth. Social casino games, unlike traditional gambling, do not offer cash rewards. This crackdown comes as part of the ASA’s ongoing effort to protect consumers from misleading marketing, particularly vulnerable audiences such as younger players.
What Are Social Casino Games?
Social casino games are apps that mimic real casino experiences, often featuring popular games like slots, poker, or roulette. However, unlike traditional online gambling, players cannot win or withdraw real money. The games operate on a “free-to-play” basis with in-app purchases for virtual tokens or bonuses. This business model has led to confusion among players, especially when ads suggest that real-world rewards are possible.
The ASA’s Concerns
The ASA found that ads by companies such as Mobee Co Ltd (Ignite Classic Slots), SpinX Games, Huuuge Global, Dataverse, and Zeroo Gravity Games violated several key rules under the CAP Code. The main issues revolved around:
- Ads suggesting players could win real-world prizes.
- Ads failing to clarify that the games were purely for entertainment with no monetary rewards.
For instance, one of the ads showed images and phrases like “hit the jackpot,” which implied the possibility of financial gain. This type of language misleads users into believing they are playing for real money, when in reality, these games do not offer any form of financial payout.
On-screen gameplay imagery accompanied the on-screen text and included slot machine and spinning wheels, as well as text that stated “BIG WINS” and “SUPER WIN”.
The ASA’s Ruling
After reviewing the complaints, the ASA ruled that these ads were in violation of rules 3.1 (which prohibits ads from being materially misleading) and 3.3 (which emphasizes the need to provide clear, material information). Mobee Co Ltd, in particular, was flagged for failing to respond to the ASA’s inquiries, which further complicated their case.
The companies involved are now required to revise their ads to ensure that they clearly communicate the non-monetary nature of social casino games. The ASA also stressed that future ads must not suggest that players can win real money or prizes.
Why Does This Matter?
This ruling is a significant step in protecting consumers from deceptive advertising. Social casino games, although fun and engaging, can blur the lines between gambling and casual gaming. By ensuring that companies clearly state the nature of their games, the ASA is helping to prevent players—especially younger audiences—from being misled into thinking they’re gambling for real-world rewards.
What Happens Next?
The companies affected by the ruling have already removed the misleading ads and are expected to comply with the ASA’s regulations moving forward. The ASA will continue to monitor social casino advertising closely, particularly as these games grow in popularity. For advertisers, this serves as a reminder that transparency is key in maintaining trust with consumers and adhering to advertising guidelines.
In conclusion, the ASA’s decision to ban these misleading social casino ads reinforces the importance of clear communication in marketing. Players should always know exactly what they’re engaging with, and companies must be upfront about the limitations of their games to avoid confusion or harm to vulnerable groups.
By cracking down on these misleading practices, the ASA is ensuring a safer and more transparent advertising environment, particularly in the ever-growing realm of social gaming.
