Spin Genie adverts banned for appealing to underage audience
Gaming Realms brand Spin Genie had its two latest adverts banned over fears they would appeal to underage players.
The Advertising Standards Authority (ASA), the UK’s advertising watchdog, ruled that the child-like nature of both adverts, one of which was shown on television, meant that they had to be pulled.
In the 30 second TV clip set in a Treasure Island style environment, a rhyming poem is narrated and coins cascade down a hill after a big gold coin is smashed.
One complainant challenged whether the advert would influence under 18s, as well as raising concerns over the Spin Genie homepage.
On the website, a cartoon dog called Spin had links titled ‘join,’ ‘play’ and ‘adventure’, as well as ‘Spin’s picks’ including the Pixies of the Forest, Fluffy Favourites and Pirate Princess games.
Spin Genie argued the advert was broadcast after the watershed and only shown during advert breaks for programmes which had a specified adult audience.
It also said that it had worked hard with advertisement clearing agency Clearcast to ensure it had general appeal rather than being aimed exclusively at those under 18s.
But in its ruling the ASA said the language, music, sound effects and imagery in the advert would likely appeal to under 18s and would have to be removed.
Simon Smiley, Spin Genie CMO, told eGaming Review that “youth is of zero interest to us both commercially and ethically”, but admitted “we got it wrong” and “fully accept the ASA’s ruling on the advert”. They would not appeal and were instead “working on a new creative direction”.
The watchdog also noted that the games featured on the Spin Genie homepage “would be familiar with children and young persons” and also breached the advertising standards code.