Cartoon bunny crosses the line as ASA ruling bans 바카라'n GO ads for breach
In its latest enforcement action, the UK’s Advertising Standards Authority (ASA) issued a formal decision against 바카라’n GO Malta Ltd. The 바카라’n GO ASA ruling found that three banner ads breached gambling ad rules due to cartoon visuals and poor age-targeting. These included a superhero Easter bunny, anime princesses, and a robot DJ, all of which were delivered on platforms with child users.
The 바카라’n GO ASA ruling, published on 16 July 2025, cited breaches of CAP Code rules 16.1 and 16.3.12, both designed to stop gambling ads from reaching or attracting under-18s. The ASA found that, despite featuring 18+ markers and responsible gambling logos, these ads did not meet the bar for adequate protection.
According to the , the use of animated characters like a superhero bunny and colourful princesses risks normalising gambling to children. While 바카라’n GO argued that their games require an adult mindset, the ASA focused on visual appeal rather than gameplay complexity.
Cartoon creatives now face increased scrutiny from the ASA
For operators, the 바카라’n GO ASA ruling mirrors a wider crackdown. Sky Vegas, Betfred, and SkillOnNet have all faced ASA rulings in recent years, each for creative content deemed too close to children’s entertainment. Whether it’s cartoon mascots, YouTube animations, or emoji-heavy game promos, the message is clear: these formats are no longer safe.
The commercial fallout can be immediate. Blocked campaigns, strained B2B relationships, and increased scrutiny from both affiliates and regulators. Regulators now expect affiliate partners to mirror operator standards, as the ASA extends its oversight to third-party creatives and campaign funnels.
The breach adds friction to 바카라’n GO’s otherwise strong market trajectory. On 30 June 2025, the company launched its full portfolio with Goldrush Group in South Africa, signalling further international expansion. It’s a reminder that scaling into new markets brings regulatory scrutiny, and the cost of missteps is growing. Maintaining regulatory compliance in core markets, such as the UK, is now a commercial imperative.
바카라’n GO ASA ruling exposes flaws in age-targeting strategy
The ASA stated that even with 18+ symbols and responsible gambling messaging, the ads appeared in locations where children were likely to view them. 바카라’n GO used programmatic targeting via Adroll, combining self-declared ages, cookie-based retargeting, and lookalike modelling, where user traits are inferred from similar online behaviours. However, this approach could not reliably exclude under-18s.
UK advertising regulations are clear. Under the , any gambling promotion must avoid content that resonates with youth culture or risks incidental exposure to children.
The 바카라’n GO ASA ruling serves as a pointed reminder that creative freedom does not override safeguarding. Although 바카라’n GO positioned the characters as adult-oriented and protected by trademark, the ASA concluded otherwise. Even precisely executed creativity loses its validity when the placement context undermines age assurance.
From cookies to compliance
Shared devices and user crossover render cookie-based age gating an unreliable barrier.
Retargeting alone won’t cut it. To stay compliant, operators can turn to sharper tools like verified user databases, payment-linked profiling, or device fingerprinting for tighter targeting. Several UK firms now offer AI-powered age estimation or government ID checks as part of their marketing stack.
These solutions, ranging from facial age estimation to digital ID scans, are still classified as emerging technologies. They’re not ASA-certified, but in the absence of formal approval, operators must prove they’re applying best efforts beyond cookie banners. With the ASA tightening expectations, adopting more robust controls may soon become standard practice rather than a competitive edge.
Pressure mounting across Europe for stricter ad limits
The decision aligns with growing pressure across European markets. In France, ANJ President Isabelle Falque-Pierrotin has proposed restrictions on gambling advertising, including a whistle-to-whistle ban around sports events. She also urged tighter protection for young adults and a move away from the high-pressure tactics still common in gambling promotions. While ANJ has not yet imposed specific design rules, the direction of travel mirrors that of other jurisdictions, such as Spain and the Netherlands, where youth-oriented content and sponsorships have come under increasing scrutiny.
While France leads the way with calls for sponsorship limits, other markets have taken it a step further. Italy’s Dignity Decree bans gambling ads almost entirely, and Germany’s new framework restricts them to late-night hours. In contrast, the UK’s CAP Code offers creative flexibility, but recent ASA rulings, backed by the upcoming Gambling White Paper, suggest that the margin is closing fast.
Creative missteps now carry real regulatory weight
From a technical standpoint, the issue goes beyond content. Programmatic advertising, despite its efficiency, continues to pose serious risks when used without layered age assurance. Lookalike modelling, even when built on verified adult behaviour, cannot prevent under-18 impressions when devices and accounts are shared among minors.
The ASA concluded that 바카라’n GO’s approach did not meet the highest level of audience exclusion required for gambling content with high child appeal. It also underscored that robust age-verification measures go beyond cookie banners and age gates. Brands must deliver such creative only to users they have definitively age-verified.
In response, the ads must not appear again in their current form. Campaigns featuring youth-attractive characters must now be delivered only through channels where users have completed age verification, such as through KYC checks, ID scans, or AI-driven age estimation. While the ASA does not impose licensing penalties, repeated rulings of this nature may lead to increased regulatory oversight from the UK Gambling Commission and influence future compliance audits.
The 바카라’n GO ASA ruling is likely to prompt broader industry reflection. Should there be mandatory creative pre-clearance for high-risk formats? Should programmatic partners be audited for compliance accuracy? And how can suppliers with strong IP portfolios adapt without losing brand identity?
For now, the answer is clear: gambling ads featuring cartoon bunnies, robots and anime princesses will not pass regulatory review unless every impression lands with verified adult users. With the Gambling White Paper’s implementation roadmap due by year-end, operators face a shrinking margin for error in a market where creative missteps now carry real regulatory weight.
