Britain's advertising watchdog rules against King.com advert

The Advertising Standards Authority in the UK has banned a television ad for Bejeweled flighted by skill games company Midasplayer on its King.com website, supporting a claim from a member of the public that the imagery could attract an audience under the age of 25.

According to a report in Brand Republic, the production contained a cartoon caricature of a young woman against a pink background with white stars as she played and won at the online skill game Bejeweled. Users of the website can compete against one another on skill games.

Midasplayer, the owner of King.com, did not believe the advertisement offered a gambling product as the games on the website were games of skill only, although it did acknowledge that the King.com homepage featured a link to a gambling site, Royal Games.

The ASA concluded that the ad could be shown to promote a gambling product and should not be shown again in its current format.

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