Metro Play reprimanded for casino ad
DMG-owned operator removes ad after complaints its use of fictional character could appeal to under-18s
DMG media-owned operator Metro Play has been reprimanded by the Advertising Standards Association (ASA) for printing an ad likely to appeal to children.
An advert in the parent-brand Metro newspaper featured Transformers character Optimus Prime promoting the operator’s online slot Transformers: Battle for Cybertron and an “exclusive bonus” offer.
The ASA ruled the advert had breached four codes of practice after complainants protested at the use of the character from the popular toy brand, despite small print stating the offer was for over 18s only.
Speaking with eGaming Review, Metro Play CEO Jamie Walters said the firm accepted the ASA’s decision and has since taken the relevant action to discontinue the online slot ad.
“We respect all the ASA’s positions and rulings,” he said. “We haven’t run that particular advert since the decision was made.”
Metro Play launched a new advertising campaign during the Christmas period as the operator looks to enter what Walters described as “a strong growth phase” in 2014.
Previously known as ME Gaming, a former GTECH-powered white label offering, Metro Play was relaunched as a mobile-focused operator in May by DMG Media.
In a separate incident, the ASA upheld a complaint against betting broke Bet Butler and marketing company Club Website for “inappropriately” targeting children after a promotional email was sent to a 10-year-old.
The “free £25″ sign-up offer was sent by Club Website and the company has been warned to ensure measures are taken to prevent any further ads being sent to under-18s in the future.
The latest decisions follow a series of online gambling ads banned by the watchdog in recent months including ads from Mr Green, William Hill, and 888.