Gambling sites warned by watchdogs over play-for-free games used to attract children

 Regulators have issued a warning about games, classified as adverts, which are likely to appeal to children in efforts to prevent gambling sites attracting younger audiences.

In a letter to operators, regulators called on them to advertise responsibly and urged them to remove such “unacceptable” adverts.

The letter, sent from regulators the Gambling Commission, the Advertising Standards Authority, the Committee of Advertising Practice (CAP), and the Remote Gambling Association, said: “We are writing to advise you to amend or remove immediately any ads on your website or in third party media that are likely to appeal particularly to people aged 17 or younger (‘under 18’); and, generally available to view (‘freely accessible’).

“This relates particularly to freely accessible ads for play-for-free and play-for-money games and includes all graphics and images on a website or in third party media.”

Regulators added that such adverts, which are likely to appeal to children, are “unacceptable”. It said: “The use of colours, cartoon and comic book

‘Problem gambling can lead to debt, homelessness, deteriorating mental health and family breakdown’

images, animals, youth-orientated references and names of games such as Piggy Payout, Fluffy Favourites, Pirate Princess and Jack and the Beanstalk are likely, alone or in combination, to enhance appeal to under-18s.”

The letter warned of possible sanctions should sites fail to comply with the CAP code, which requires marketing communications for gambling to be socially responsible.

The Local Government Association (LGA) also backed the call, saying that councils had previously asked for greater restrictions.

Councillor Simon Blackburn, chairman of the LGA’S Safer and Stronger Communities Board, said: “Problem gambling is a major concern for councils which can cause greater personal harm.

“It can lead to spiralling debt, deteriorating mental health and well-being, and a toll on society – and taxpayers – through crime and disorder, family breakdown and homelessness.

“It is vital our children and young people are kept safe and protected from the problems that gambling can cause.”