Online gambling operators have been told to ban games featuring characters designed to appeal to children , in a letter signed by UK regulators the Gambling Commission and the Advertising Standards Authority . Experts have warned that the games , some of which are free , could result in children developing a gambling habit . The letter , sent on Friday to over 450 operators including Bet365 and William Hill , warned that sanctions were possible if companies failed to comply with the Code of Advertising Practice ’s social responsibility code . “The use of particular colours, cartoons and comic book images, animals, child and youth-orientated references and names of games such as Piggy Payout, Fluffy Favourites, Pirate Princess and Jack and the Beanstalk are likely, alone or in combination, to enhance appeal to under-18s.” Approximately 450,000 children are believed to gamble each week in England and Wales .
Online gambling operators have been told to ban games featuring characters designed to appeal to children , in a letter signed by UK regulators the Gambling Commission and the Advertising Standards Authority . Experts have warned that the games , some of which are free , could result in children developing a gambling habit . The letter , sent on Friday to over 450 operators including Bet365 and William Hill , warned that sanctions were possible if companies failed to comply with the Code of Advertising Practice ’s social responsibility code . Approximately 450,000 children are believed to gamble each week in England and Wales .