Casumo UK Display Ad Banned for Encouraging Irresponsible Behaviour

A paid-for online display ad run by operator Casumo has been banned by the UK’s Advertising Standards Authority (ASA) after being deemed to encourage behaviour that was socially irresponsible or could lead to financial harm.

The display ad was seen in August, featuring text that stated “UP TO 100 SPINS ON SPINUMO” alongside a “Sign up” button and the text “QUEST. SPIN. WIN”. Viewers of the ad could see the Casumo logo and an image of a person in festive clothing. Players could earn a Spinumo wheel spin by completing a daily mission of depositing £50 and wagering £200. They could also win up to 100 free spins.

Unlike in many other instances of ASA investigations, which are triggered by a complaint from a third-party, this investigation was instigated by the ASA itself. The ASA challenged whether the ad breached the UK’s CAP advertising code. The ad was identified for investigation following intelligence gathered by the ASA’s Active Ad Monitoring system, which uses artificial intelligence to search for online ads that could potentially break the rules.

Casumo owner speaks up

The promotion was a targeted, opt-in offer available to eligible UK customers, and the ASA believed this could lead to irresponsible gambling. In its defence, Recro Ltd, parent company of Casumo, said the free spins expired 48 hours after being credited and that no wagering requirement applied to winnings from those free spins.

Recro mentioned how customers could earn up to five spins per day, that the wheel awarded a randomised number of free spins up to a maximum of 100, and that each free spin was worth £0.10. While completing five missions in one day could amount to deposits of up to £250 and wagering of up to £1,000, Recro said those figures were the maximum possible qualifying activity and not a requirement for all participants.

Recro also said players who only wanted to claim one wheel spin only needed to complete one mission, and they could decide after each mission whether they wanted to complete another. Recro believed that as wagering was not the same as loss, the promotion did not encourage frequent or repetitive gambling or create pressure to gamble again on the same day.

ASA sides with itself

However, the ASA did not accept Recro’s argument, on the grounds that each additional mission required a further £50 deposit and £200 of wagering, in return for another opportunity to receive a promotional reward. Therefore, the ASA decided the promotion directly incentivised consumers to repeat the qualifying gambling activity up to five times each day, and that the potential for winning 100 free spins from each wheel spin provided a further incentive to complete additional missions.

The ASA wrote in its ruling:

“While wagering was not equivalent to loss, and consumers could choose how many missions to complete, we considered that the promotion nevertheless encouraged substantial gambling activity at a regular and fixed frequency within a limited period. The opportunity to obtain further rewards through repeated participation on the same day and on successive days reinforced that incentive.”

What happens next?

As is common in ASA rulings that are upheld, Casumo’s ad cannot be seen again in the form complained of; the ASA cannot directly fine advertisers. Recro has been told to ensure any future gambling promotions do not encourage behaviour that could be seen as socially irresponsible or could lead to financial harm.