Tombola, an online bingo, casino and slots site, is in trouble with the Advertising Standards Authority (ASA) of the U.K. They have been forced to retract ads from ITV’s “I’m a Celebrity … Get Me Out of Here” app.

The Guardian  reports the ads drew scorn among its target audience. Viewers of the popular reality show, which draws an audience of nearly 12 million, including 1 million under the age of 18, use the app to place votes. Tombola’s ads, if clicked, would bring the user directly to their online gambling site, thus putting it in easy access of a million under age users.

Tombola defended the practice by citing cooperation with ITV to target an 18+ audience. Although their studies showed a 91% audience aged over 18, the 9% that were underage was just unacceptable for the ASA.

Tom Watson, the Labour party’s deputy leader, praised the ASA’s actions, saying, “Gambling ads should not be on apps that will clearly be used by kids. It’s simple.”