The UK Advertising Standards Authority has ruled that a gambling ad featuring the Monopoly mascot Mr. Pennybags appeals to children and needs to be yanked off air.
The ad was made promoting Gamesys subsidiary Entertaining Play, which features some Monopoly games on their online casino. The ASA said that the octagenarian mascot appeals to children though, as he is part of a family game that is often played with children. Some have criticized the ASA for this opinion, as they say that the game doesn't really appeal to children these days. Still, the regulator has the final say, and any ads featuring the mascot must be pulled from the UK in regards to gambling.
For their part, Entertaining Play said that they don't agree with the ruling, as Pennybags "did not possess exaggerated features and did not mimic any style of cartoon character seen in current children's programming."
Reverend Dr. Alan Smith, a prominent voice in regards to keeping gambling at bay also commented, saying: "Board games should be allowed to remain board games and must be off-limits to gambling companies pushing boundaries in order to normalise highly addictive casino games."