ASA Cracks Down on Four Gambling Sites Tied to Looney Tunes App

It's like shooting fish in a barrel.  The Advertising Standards Authority (ASA) just got four more!

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The culprits:  LottoGo EuroMillions, William Hill Vegas, Betfair Bingo and Dunder.  All four gaming sites appeared on the Looney Tunes World of Mayhem app back in February, and all four have just been purged.

The ASA, which has been a thorn on the side of gambling sites for the past couple of years now, ruled the ads must not be used again without limiting the risk of children being exposed to them.

In its ruling, the Advertising Standards Authority (ASA) said Tapjoy acknowledged the Looney Tunes app had been mistakenly categorised with a "mature-gambling" setting, with the game rated PEGI 7 in the UK Google Play app store, meaning it was suitable for players aged seven and above.

Scopely, the publisher of Looney Tunes World of Mayhem, claims that its games cannot be played by those under the age of 16 in the European Union.

The ASA said: "Given the use of cartoon characters, cartoonish violence and the relatively simple nature of the game, we considered it was likely to appeal to many under-18s.

"However, we acknowledged that the characters would be well known to older players, and the game was likely to have more general appeal."

Affiliates appear to be the scapegoats for William Hill, which says it is conducting a thorough review of its ad partners to ensure this never happens again.  All four companies have stopped working with the affiliate Tapjoy, claiming they are solely responsible for placing the gambling ads on the Looney Tunes app.

Tapjoy, which claims to be revolutionizing the mobile advertising and app monetization industry, has worked with the likes of Amazon, Adidas and Gillette among other big name brands.

- Jagajeet Chiba, Gambling911.com