Online Operators Ordered to Remove Ads for Games Aimed at Children

Britain’s efforts to protect children from being exposed to gambling have moved up a notch with country’s regulators ordering gambling websites to remove ads for casino games targeting children and minors. Led by the Gambling Commission (UCGC) and the Committee of Advertising Practice, the group of regulators sent an open letter to gambling companies urging them to ‘immediately’ stop posting adverts that appeal to under 18s or ‘face sanctions’.

The letter was sent out to more than 450 online gambling operators who are urged to stop the use of advertisements that use a particular set of colours and imagery that could appeal to under 18s. The Sunday Times’ investigation has revealed that some of Britain’s biggest online gaming operators have been targeting children with their favourite cartoon or storybook characters for New online betting games by exploiting loopholes in rules and regulations which allow them to promote gambling without breaching the UKGC’s rules.

Gambling operators would use characters such as Peter Pan, Moon Princess or Jack and the Beanstalk with games such as ‘Fluffy Favourites’ and ‘Pirate Princess’ being the ones highlighted by regulators as examples which target underage players. According to reports from British media, a number of children gambling in England and Wales are going up to half a million each week. The number of children gamblers exceeds the number of those smoking and taking drugs and the regulators’ growing fears of a generation of young people being ruined by harmful effects of gambling have forced them to take clear action.

Up to nine thousand of gambling minors in Wales and England are classified as problem gamblers and regulators have stepped up their efforts to help tackle this burning issue.Some of the games in question are available to play for free which means users can gain access to them without paying actual money, whereas the others require bets to be made. Some of the games see players place bets starting from 1p and going as high as £600 pounds which is particularly a problem for child users.

A report made by the Sunday Times claims to have passed a dossier with examples of no less than 30 games in question to the Advertising Standards Authority (ASA) thus having a direct effect in helping the regulators step up their game to clamp down on this problem.

The Free-to-play games were classified as the primary risk for children gamblers who feed their addiction by playing them. The unstoppable growth of the mobile technology now allows children to gain access to such games in a much easier way than what’s been the case only years ago.Executive director at Gambling Commission, Tim Miller, reflected on new technologies, in particular, saying they brought ‘opportunities but also new risks’. Miller claims that UKGC’s rules require strong age-verification checks to prevent underage gambling. Businesses that fail to protect vulnerable social groups and especially children can expect harsh measures to be taken against them.

Best 10 New Bookmakers


18+, New sports customers only. Minimum wagering on the sport to activate the Bonus Bet is £10 (which can be achieved from a Min deposit of £10). Offer valid only to customers wagering on sport £10 or more and make a qualifying bet in accordance with the Bonus Bet Specific Terms and Conditions below.. 1st Place Prize: £1000. Prizes granted up to 48h after the tournament ends. Bonus Bet does not contribute towards the leaderboard. Click to see full T&Cs


18+, New Players only, 1st deposit, Min Deposit: £10, max £10 free bet valid for 14 days, bets must be placed at odds of 1/1 or greater. T&Cs apply


18+, New Players only, 1st deposit, Min Deposit: £10, max £10 free bet valid for 14 days, bets must be placed at odds of 1/1 or greater. T&Cs apply


*18+. New UK customers only. Min bet £10 to receive £10 Free Bet (Valid for 35). Min odds of 3/5. Please gamble responsibly, • T&Cs apply


New customers only. Max one £10 free bet. Qualifying bets must be placed at min odds of 1/1 (2.00). Paid as a bonus token with min 4/5 (1.80) odds req.


New customers only. Place a £25 fixed odds bet at minimum odds of 1/2. Qualifying bet cannot be placed in-play or cashed out early. When that bet has been settled, you will be given 5 x £5 free fixed odds bets on consecutive days. 1st Scorer Insurance: If your 1st Scorer pick doesn't score first but does score last, get your money back as a free bet up to £25 max. Ts&Cs apply. 18+ begambleaware


18+. New customers only. First deposit min. £20. Wager min. £100 on any sportsbook-related markets, with min. odds of 4/5. £5 cash for each £100 wagered. Up to £50 cash in total. Deposit method restrictions apply. Full T&Cs apply.


18+ New Customers only. Place £20+ bet of odds 1/1 (2.00) or greater to receive your £10 surprise bet and 30 Free Spins. T&Cs apply


New customers only. Strictly 18+ Minimum deposit £20. Place any sportsbook bet at minimum odds of 1.8(4/5) to receive your free £20 welcome bonus.


Full T&Cs apply. New customers only. Mobile-only. Opt-in required. Min stake of £20 on one single bet on a 4 fold or high accumulator with 4 selections from 4 different sports events. Min odds of 4/1. Accumulators only qualify. (Trixies, Lucky 15s, Yankees, void, cashed out, or partially cashed out, bets do not qualify for this promotion) . Free bet is non-withdrawable, expires after 7 days and is not returned with winnings.