This ruling forms part of a wider piece of work on paid-for gambling-like ads, identified for investigation following intelligence gathered by the ASA.
The ASA challenged whether the ads misleadingly implied the social casino game was a gambling product in which real-world money or tangible prizes could be won and withdrawn. Mobee did not respond to the ASA’s inquiries.
TikTok said restrictions applied to the advertising of social casino games on their platform and that included the prohibition of content implying that users could earn real-world money or where direct comparisons to gambling were made.
They said the ads had breached TikTok ad policies and, as such, they had removed the ads from their platform. The ASA was concerned by Mobee’s lack of response and apparent disregard for the code.
