{"id":7189,"date":"2019-02-06T14:16:47","date_gmt":"2019-02-06T14:16:47","guid":{"rendered":"http:\/\/www.styledeals.co.uk\/blog\/im-a-celebrity-apps-gambling-ads-criticised\/"},"modified":"2019-02-06T14:16:47","modified_gmt":"2019-02-06T14:16:47","slug":"im-a-celebrity-apps-gambling-ads-criticised","status":"publish","type":"post","link":"https:\/\/www.styledeals.co.uk\/blog\/im-a-celebrity-apps-gambling-ads-criticised\/","title":{"rendered":"I’m A Celebrity app’s gambling ads criticised"},"content":{"rendered":"\n
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\"I'mImage copyright<\/span>
\n ASA<\/span><\/p>\n

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Gambling games promoted within the official I’m A Celebrity, Get Me Out Of Here! app have earned the firm behind them a rebuke from the UK’s advertising watchdog.<\/p>\n

Gibraltar-based Tombola both sponsored ITV’s app and featured ads for its products inside, including virtual fruit machines and scratch cards.<\/p>\n

Tombola said it had determined that most users would be 18 or older.<\/p>\n

But the regulator said the ads should not have appeared without an age check.<\/p>\n

As a result, the Advertising Standards Authority has told Tombola it must take more care over the way it targets its products in the future.<\/p>\n

The watchdog does not have the power to fine companies itself, but can refer repeat offenders to National Trading Standards.<\/p>\n

‘Insufficient care’<\/h2>\n

I’m a Celebrity attracted more than 12 million viewers during parts of its run between November and December.<\/p>\n

ITV’s app offered the audience a free way to vote on which participants should stay in the camp, face a “bush-tucker trial”, and eventually select who should be crowned the contest’s king or queen. It also featured exclusive videos and articles about the show.<\/p>\n

All users were shown Tombola’s adverts as a means to generate revenue.<\/p>\n

The ASA acknowledged the ads featured an “18+” warning and that the firm operated a registration process on its own platform that was designed to prevent underage users playing its games.<\/p>\n

But the watchdog said that marketers still had a responsibility to ensure gambling ads were not directed at under-18s.<\/p>\n

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Image copyright<\/span>
\n ASA<\/span><\/p>\n

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Image caption<\/span>
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\n The ASA intervened after receiving a single complaint about the app
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In its defence, Tombola said that I’m A Celebrity ‘s viewing figures indicated that 91% of its audience were 18 or above.<\/p>\n

Moreover, ITV weighed in to say that the programme was not broadcast until after 21:00 and was not of particular appeal to youngsters.<\/p>\n

Even so, the ASA said some under-18s would nonetheless have downloaded the software and ITV had not built in a mechanism to direct the audience away from the promotions.<\/p>\n

As a consequence, it concluded that Tombola had “not taken sufficient care” to minimise under-18s’ exposure, and thus had broken the rules.<\/p>\n

Tombola did not respond to a request for comment.<\/p>\n

But ITV has defended its role.<\/p>\n

“We take our responsibility as a broadcaster and app publisher very seriously and the I’m A Celebrity app is not produced for or targeted at children,” a spokeswoman told the BBC.<\/p>\n

“We are always looking at new ways to ensure the safety of our viewers and ensure ads are served to appropriate audiences on our apps.”<\/p>\n<\/p><\/div>\n


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Source<\/a> by [author_name]<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Image copyright ASA Gambling games promoted within the official I’m A Celebrity, Get Me Out Of Here! app have earned the firm behind them a rebuke from the UK’s advertising watchdog. Gibraltar-based Tombola both sponsored ITV’s app and featured ads for its products inside, including virtual fruit machines and scratch cards. Tombola said it had … <\/p>\n","protected":false},"author":0,"featured_media":7190,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-7189","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"_links":{"self":[{"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/posts\/7189","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/comments?post=7189"}],"version-history":[{"count":0,"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/posts\/7189\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/media\/7190"}],"wp:attachment":[{"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/media?parent=7189"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/categories?post=7189"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/tags?post=7189"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}