Moshi Monsters removed from ASA’s ‘name and shame’ list

UK advertising regulator the ASA has removed Moshi Monsters from its ‘name and shame’ list, having pointed fingers at the game earlier this week.

The ASA on Tuesday added the Mind Candy title to its list of non-compliant online advertisers, claiming that it had failed to act upon changes demanded of it in August when it was found guilty of directing exhortations to buy membership packages” – or pressuring kids to spend money on IAPs.

Mind Candy said at the time that it had already made changes but the ASA this week said it hadn’t acted strongly enough.

In the absence of a response from Moshi Monsters, and in the continued presence of the imperative claims on the website, we took the decision to place their company details [on the list],” the ASA said. These details shall remain in place until such time as Moshi Monsters has removed or appropriately amended the claims.”

However, following a swift response to its concerns the ASA has removed Moshi Monsters from the list.

At Mind Candy we take our responsibilities very seriously with regards to how we communicate with all of our fans, especially children,” boss Michael Action Smith said. After the initial findings by the ASA we believed we had resolved any issues raised with regards to the website

However there were further elements that the ASA were unhappy with but a breakdown in communication meant that we were completely unaware of the additional requests. We have now spoken with the ASA and resolved the issues and they have taken down the notice of non-compliance.”