The UK Advertising Standards Authority (ASA) banned 888 from displaying the advert of the popular Marvel Comics character. The ASA further warned the Gibraltar-licensed 888 to refrain from using such advertisements that may attract minors.

888 argued that Spiderman has worldwide appeal to people of all ages and that underage gamblers are not permitted to register and play any online games on the website. This did not sway UK gaming regulators, who ordered the ad removed under the premise that it was “likely to have particular appeal to children and young people,” eGR reported.

The ASA noted that the advertisement's “comic-book style” was a breach of the code put forth by the Committee of Advertising Practice. That code has also snared the ads of other gaming companies in the past, including Betfred, Betway, William Hill, and SkyBet. Gala Coral was also momentarily trapped in the ASA's web of inappropriate advertising content, but managed to escape when it was determined that the company was not at fault for one of its ads being broadcast during a show geared toward children.

The ASA appears to be much too vigilant in policing advertisements that most would find harmless. All gaming companies have safeguards in place to prevent children from gaining access to online gambling.