In Great Britain, an uproar by anti-gambling advocates has forced changes at a gambling website hosting games called Fairytale Legends and Fairies Forest because of the likelihood that they would appeal to children.
The m88.com website has been promoting three games – Fairytale Legends Red Riding Hood, Fairytale Legends Hansel and Gretel, and Fairies Forest – since January. The games feature animated images of a wolf, a pixie and a fairy in a forest, reports The Guardian newspaper.
The Campaign for Fairer Gambling complained that the content of the three ads was likely to be of particular appeal to children. ProgressPlay, trading as m88.com, has now made the games accessible only after members logged in to their account and modified them to remove all images of fairies and “any other unsuitable character”.
British advertising rules say gambling ads must not be likely to be of particular appeal to children or young people, especially by reflecting or being associated with youth culture. The Advertising Standards Authority (ASA) said it welcomed the interim action taken by m88.com in response to the complaint.