Ad description

A paid-for Google search ad for Foxy Games, seen on 11 July 2020, which was displayed when the search term “make money online” was used, stated “Earn Money Online – Foxy Games – Play Online”.


The complainant challenged whether the ad was irresponsible by suggesting consumers could achieve financial security by playing the advertised slots and bingo games.


ElectraWorks Ltd t/a Foxy Games said that the ad appeared as a result of human error and they explained that they had taken action to remove it.


Upheld The CAP Code 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. The ad breached CAP Code (Edition 12)  16.1 16.1 Radio Central Copy Clearance – Radio broadcasters must ensure advertisements subject to this section are centrally cleared.  and  16.3.4 16.3.4 address fund-raising messages to children or likely to be of particular interest to them.


The ad must not appear again in the form complained of. We told ElectraWorks Ltd t/a Foxy Games to ensure that their ads did not suggest that gambling was a way to achieve financial security.


16.1     16.3.4    

CAP Code (Edition 12)

16.1     16.3.4    

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