Play’n Go slot ads banned in UK for being too cute

A UK slot game has been pulled up by regulators, not for unfair play or dodgy payouts, but because its ads were just a bit too cute. The Advertising Standards Authority (ASA), the UK’s ad watchdog, has banned a trio of digital ads from casino game developer Play’n GO after deciding they were likely to appeal to kids under 18. The ruling sends a clear message to gambling operators that they must keep their marketing away from content that catches the eyes of young people.

One of the Play’n GO ads featured the animated “Moon Princess” slot game called Moon Princess Origins, with colorful characters that look “kinda cute,” according to a complaint received by the ASA.

The ad appeared in email inboxes and on web banners, showcasing manga-style artwork and cheerful cartoon visuals likely inspired by the anime series Sailor Moon. The ASA determined that the content was designed to draw in younger audiences. Regulators said these creative touches went too far and posed a risk to children, even if the ads only appeared in adult settings.

Why did the ASA ban Play’n GO’s ads?

The UK’s rules for gambling ads are strict, especially when it comes to protecting kids and teenagers. Under the CAP Code, which all gambling operators must follow, ads can’t be designed in a way that makes them attractive to anyone under 18.

The ASA looked at the Play’n GO banners, which ran in several locations online, and found that their style was “likely to have strong appeal to under-18s.” The cartoonish princess and sparkly design crossed a line for regulators. Play’n GO argued they intended to target only adult gamblers, but the ASA decided the imagery still risked catching the eye of kids browsing the web, especially as online environments are so easily accessed by younger users.

For now, Play’n GO’s banned ads serve as a warning shot that “cute” doesn’t cut it when it comes to gambling promotions, and the line between animated cartoons and adult gaming needs to be clearer than ever.