Gambling firms using children’s cartoon characters to promote online betting are being investigated by regulators.
Bookmakers have been accused of targeting youngsters with gambling games featuring storybook characters including Peter Pan and Jack and The Beanstalk. Some of the games can be played for free without age verification, while others have stakes of up to £600.
The industry has denied deliberately targeting children, but the Advertising Standards Agency last night said it was investigating.
The Fluffy Too game has a child-friendly appearance, as the Advertising Standards Agency investigates gambling firms using children’s characters
Betting firms are not allowed to target under-18s, but the Gambling Commission said it feared children were being enticed into online gambling.
The body – which has found that 450,000 children are gambling in England and Wales every week is reviewing the rules on gambling products that might appeal to children. Colourful cartoon betting online games include Unicorn Bliss and Fluffy Too Mega Jackpot.
Shadow culture secretary Tom Watson said: ‘This loophole is ruthlessly exploited by irresponsible bookies and it’s one that urgently needs closing.
‘The Gambling Commission should act now to extend the current ban on targeting games at children to online products.’
The investigation by the Sunday Times found more than 30 examples of games which could appeal to children.
An Advertising Standards Authority spokesman last night said it was ‘carefully looking into’ the websites highlighted.
He added: ‘We have strict rules on gambling advertising to protect under-18s including that ads must not be directed at or appeal to them.’
Tom Watson said the current ban on targeting children should now be spread to online gambling products
Lord Sugar, who has called for tougher restrictions on gambling advertising, told the newspaper: ‘This is absolutely wrong and the regulator needs to step in. They have been too soft. We are creating a gambling culture, particularly among the young.’
Professor Mark Griffiths, of the international gaming research unit at Nottingham Trent University, said: ‘Research has shown that when we look at those children who are problem gamblers, the No 1 risk factor is playing games online for free.
‘Children are getting access via their mobile phone to these games in a much easier way than even five years ago.’
A Gambling Commission report published last year revealed that 6 per cent of 11 to 15-year-olds had gambled online using their parents’ account. Three per cent had also bet online using their own money.
The Remote Gambling Association, which represents online operators, said age-verification tests prevented most children from gambling.