The Advertising Standards Authority rules against Foxy Games advert


The Advertising Standards Authority (ASA) has banned a paid-for Google search ad for GVC’s Foxy Games.

The complainant challenged whether the ad was irresponsible by suggesting consumers could achieve financial security by playing the advertised slots and bingo games. Foxy Games said that the ad appeared as a result of human error and they explained that they had taken action to remove it.

The ASA upheld the compliant and stated that advertisers must not suggest that gambling can be a solution to financial concerns, an alternative to employment or a way to achieve financial security.

We considered the claim “Earn Money Online” suggested to consumers that the gambling system offered by the advertiser could be used to ‘earn’ money and therefore attain a regular source of income. We considered this had the effect of suggesting that gambling could be a way to achieve financial security.

We acknowledged that, on receipt of the complaint, the advertiser had taken action to address where their ads were served. However, we concluded that the ad suggested gambling was a way to achieve financial security, and was therefore socially irresponsible.