Four UK-licensed online gaming operators have been rapped by the UK Advertising Standards Authority over misleading adds that appear to be produced by the same affiliate.

Online gaming operators 888, Ladbrokes, Sky Vegas and Casumo were contacted by the ASA following complaints about their respective ads, all of which depicted a broke and depressed man gambling as a way to reverse his fortune.

The ads were published in March and April on the affiliate sites and and included text which stated: "William is also over £130,000 in debt after having to sell the house and continue to pay out of pocket for his wife’s cancer related medical bills their insurance WOULDN’T cover … William took to Facebook one night in the hospital lobby to update his friends and family on his wife’s health. A little tired and admittedly a bit depressed, William stumbled upon an ad for 888 Casino [Sky Vegas / Casumo Casino / Ladbrokes Casino].

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