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Kwiff Faces Penalty for Displaying Ads on Portsmouth FC Site

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The Advertising Standards Authority (ASA) has sanctioned the UK gambling subsidiary of Eaton Game Gaming Kwiff for advertising on the Portsmouth FC website.

The advert, which was shown on 15 December 2022, read, “Grab up to 200 Cash Free Spins on Book of Dead! Wager £20 ($24) on slots and Get 40 Cash Free Spins for five consecutive days. Sign Up, Kwiff.”

According to ASA, the Kwiff ad was displayed in a news article about the Junior that relates to the Junior Blue, which had information dedicated to memberships for children aged between the ages of four and 17.

However, Easton Gate Gaming challenged the ruling stating that the ad was featured on the news section of the Portsmouth FC website but not on the “Join the Blues” membership pages or any other area of the site dedicated to children or young people.

The operator also asserted that it used a “precise and accurate” behavioral targeting tool to get the maximum return on ad spending, which limited underage viewing.

According to the company, the software works by targeting individuals in specific profiles, consisting of age, location, and interests, and excludes under-18s.

However, despite the defense, ASA upheld the judgment stating that the ad appeared alongside another ad headlined “Join the Junior Blues” and listed membership packages available for the three junior supporter groups for Portsmouth FC.

“The content of the page therefore was of immediate interest to young people as it exclusively related to services aimed at under 18s. That was compounded by the presence of an image of the Portsmouth FC mascot on the article, a dog, that was presented on the page in cartoon form.”

The ASA stated.

ASA Sanctions Kwiff for Marketing Ads

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