Ladbrokes Reprimanded by ASA Over Euro 2016 Promotion
UK-based betting company, Ladbrokes, has been reprimanded by the UK’s Advertising Standards Authority (ASA) over a promotion they ran during the UEFA Euro 2016. The ASA ruled that the ad that was published on Ladbroke’s news microsite was misleading.
The promotion was related to the Group B game between England and Wales and offered new customers with a maximum stake of £10 would “get 6/1 for England to beat Wales or get 12/1 for Wales to beat England” with punters receiving their stake back as a free bet if they lost.
A punter complained to the ASA that the ad was misleading because it did not state that part of the winnings would be awarded as a free bet. Ladbrokes argued that this detail was included in the Terms and Conditions of the promotion; however conceded that the information should have been clear in the ad itself.
The ASA ruled that the terms that “the extra winnings will be paid in free bet tokens in £/€ or currency equivalent” were significant enough that they may impact the customer’s understanding of the offer. The ad was therefore in breach of CAP Code Rule 8.17 which deals with significant conditions of promotional marketing.
Ladbrokes assured the ASA that they have provided feedback and advice to the team that was responsible for writing the content on its news microsite in order to ensure that future promotions are acceptable. The ASA was satisfied with the response from Ladbrokes and their willingness to ensure that ads are suitable in future.
ASA action stipulated: “The ad must not appear again in its current form. We told Ladbrokes Betting & Gaming Ltd to ensure that ads for their future promotions included relevant applicable significant terms and conditions where their omission was likely to mislead.”
March 30, 2017