ASA raps KamaGames over ‘misleading’ Blackjackist advert
Summary
The UK Advertising Standards Authority (ASA) has ruled that a paid-for X (formerly Twitter) advert for KamaGames’ Blackjackist app was misleading and must be withdrawn. The ad claimed “No annoying notifications. No purchases. Just. Good. Old. Blackjack”, but a complaint by an academic argued the game included in‑game purchases and random-item purchases. The ASA found the “no purchases” statement created the impression there were no in‑app purchases at all and upheld the complaint under CAP Code rule 3.1. The advert has been removed and KamaGames has been told not to repeat the claim. The ruling sits alongside a recent CAP Code change that closes a non-UK operator loophole for UK-licensed businesses.
Key Points
- The paid advert (on X) claimed the game had “No purchases”, implying no in‑app purchases whatsoever.
- An academic complainant argued the game contains in‑game purchases, including random-item purchases.
- The ASA concluded the ad misled consumers because it did not make clear the presence of in‑game purchases.
- The ad breached CAP Code (Edition 12) rule 3.1 on misleading advertising and must not reappear in its current form.
- The ruling comes as the ASA/CAP tightened rules from 1 September to cover non-UK registered operators when targeting UK players.
Content summary
The advert for Blackjack 21: Blackjackist ran on 2 April and asserted there were no purchases required. KamaGames defended that purchases were optional and that players could earn chips via gameplay and gifts. The company also said the game did not feature loot boxes. The ASA examined store listings and evidence of random-item purchases and found the ad gave the general impression of no purchases, which was misleading. KamaGames removed the advert after the complaint; the ASA’s ruling formalises the breach and requires the company to avoid similar misrepresentations in future.
Context and relevance
This decision reinforces a stricter regulatory stance on transparency in gambling and gaming marketing. Clear disclosure of in‑app purchases — including random or loot‑style mechanics — is increasingly material to consumer decisions and now firmly in scope for UK-targeted communications, even where operators are registered abroad. Marketing teams, compliance officers and licence holders should review messaging to ensure any paid-for ads or .uk content does not omit material information about purchases.
Why should I read this?
Short and sharp: if you work in casino app marketing, compliance or run player acquisition for games, this is a heads-up. The ASA is calling out vagueness around purchases — so your ad copy needs to be crystal clear or you might be next.
Author style
Punchy: This isn’t just a small ad takedown — it’s a reminder that regulators are tightening the screws on transparency. If you care about avoiding fines, complaints and reputational damage, read the ruling and check your comms.
Source
Source: https://igamingbusiness.com/marketing-affiliates/asa-raps-kamagames-misleading-advert/
