The UK’s Advertising Standards Authority (ASA) has recently announced that one more ad is banned from the UK mass media. The ASA’s criterion of “appropriateness” seems rather specific and this is not the first ad which has been forbidden. The ASA regularly bans some add which doesn’t comply with its standards and the problem is online casinos which play for this add rather seldom agree with these decisions proclaiming that the contest is questionable in accordance with the UK advertising position. This strange situation shows us that ASA has very specific criterions and can interpret the same situations in different ways, so it is a real good luck to understand the reasons of one or other decision.

The most likely answer to the reason of this global misunderstanding because of the very stringent advertising codes is the fact that the age of the codes is definitely small: they have been approved just the last year. The advertising organizations now try to help to the online casinos and the gambling industry as a whole to understand better the fact of the matter. The internet gambling sites probably will succeed in choosing appropriate advertising campaigns when understand better the advertising codes and all the prohibitions.

Some of the ASA’s guidelines are hardly clear to the general public, they are written in laymen’s terms. All the companies involving in the marketing process, including gambling sites and publicity agents will have to understand what is appropriate for the UK audience and what imply unfavorable habits according to the new law.

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