Games on a gambling website called Fairytale Legends and Fairies Forest have been banned by the ASA because of the likelihood that they would appeal to children.

Progress Play, which owns m88.com, and TGP Europe, which runs www.fun88.co.uk, have both been hit with bans for promoting animated games in ways that were likely to make them appeal “strongly to under-18s”.

Both companies incurred complaints from campaign group Fairer Gambling which questioned whether the graphical content of the shops’ ads would make children want to play the games advertised.

The move comes amid an increased focus on gambling firms who target under-18s and concerns from charities like Gamble Aware which claim an increased ad load means more kids are coming into contact with betting shops online.

Recent data from Nielsen indicated that online casino houses have collectively splurged £1.4bn on marketing since 2012; part of a 97% increase in UK ad spend over the past five years.