Gambling sites told to stop luring children with cartoon characters in ‘unacceptable’ ads
The Local Government Association (LGA) backed the call, saying that councils had previously asked for greater restrictions
ONLINE gambling sites have been told to stop luring children by using cartoon characters in "unacceptable" ads.
Regulators have urged operators to remove the adverts which could bring kids to the websites.
Some of Britain’s biggest betting operators are promoting games using popular fairytale characters to appeal to children, without violating Gambling Commission rules.
In a letter the Gambling Commission, the Advertising Standards Authority, the Committee of Advertising Practice (CAP), and the Remote Gambling Association said vulnerable people and those under 18 should be protected.
It 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 displayed on a website or in third party media."
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 wellbeing, 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 gambling can cause."
Experts say that children and young people are particularly susceptible to gambling adverts.
Research by the Gambling Commission shows that problem gambling is twice as common among people aged between 16 and 24 than the population as a whole.
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