Betfred Email Advertising Banned 0

Posted on 20, June 2013

in Category Bingo Adverts, Bingo News


Twice in April of this year Betfred came underfire by the Advertising Standards Agency (ASA), and now, just two months later they have once again had complaints against them upheld. Could it be that Petfre (Gibraltar) Ltd like the publicity that comes with a complaint to the ASA?

There were two complaints sent to the ASA about an advert that was set by email. The email was received on 5th March and had the headline ‘Risk free in-play offer & doubled and trebled odd on Champions League action’. The content of the email went on to tell the reader about the chance to get a free £10 bet and if they didn’t win, get their money back.

The complainant believed the email to be misleading because

1. that the advertised offer was paid a free bet and not cash
2. that it did not make clear that if you did win that you wouldn’t get your stake back.

The ASA investigated the claim under CAP Codes

General

3.1
Marketing communications must not materially mislead or be likely to do so.
3.3
Marketing communications must not mislead the consumer by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner.

Material information is information that the consumer needs to make informed decisions in relation to a product. Whether the omission or presentation of material information is likely to mislead the consumer depends on the context, the medium and, if the medium of the marketing communication is constrained by time or space, the measures that the marketer takes to make that information available to the consumer by other means.

Qualification

3.9
Marketing communications must state significant limitations and qualifications. Qualifications may clarify but must not contradict the claims that they qualify.

Background

8.17.1
How to participate

How to participate, including significant conditions and costs, and other major factors reasonably likely to influence consumers’ decision or understanding about the promotion

Rules

8.2
Promoters must conduct their promotions equitably, promptly and efficiently and be seen to deal fairly and honourably with participants and potential participants. Promoters must avoid causing unnecessary disappointment.

Both parts of the complaint were upheld as the ASA believed it breached all of the above codes. This means that the email cannot appear again in its current form and that Betfred were told ‘to ensure significant conditions were included in the body of future e-mail promotions.’

You can read the full adjudication here.

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