Jackpot Joy New Year Promo Adjudication From ASA 0
Posted on 1, May 2014
We know that the wheels turn slowly at the Advertising Standards Authority (ASA), many a time we have read an adjudication and thought that the complaint being upheld months after an offending advert was a bit like locking the stable after the horse has bolted. Another example of this was seen on Wednesday 30th April when an advert for Jackpot Joy was banned in it’s current format.
It shows the timescale from complaint to adjudication; the offending advert was promotion a chat game that was part of the New Year’s Eve Chat Party at Jackpot Joy!
The one complainant, someone who had take part in the chat game, felt that the promotion had not been administered fairly as they believe no prize was awarded.
The ASA investigated the complaint under the following CAP Codes:
3.1 Marketing communications must not materially mislead or be likely to do so.
3.7 Before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove claims that consumers are likely to regard as objective and that are capable of objective substantiation. The ASA may regard claims as misleading in the absence of adequate substantiation.
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.
8.20 Promoters must not exaggerate consumers’ chances of winning prizes. They must not include a consumer who has been awarded a gift in a list of prize winners.
Whilst Profitable Play defended the advert and showed that 1,651 winners had a cash prize of between £1 and £10 and that 19 members were awarded prizes of 200 or 300 Joy points, the ASA felt the complaint should be upheld because the wording of the advert suggested that higher value Joy Points were on offer but never awarded.
This meant that the advert breached all of the CAP Codes listed above and as such should not appear in that form again. Profitable Play were told to ensure that prizes awarded were as stated in their advert.
You can read the full adjudication here.
Visit: Jackpot Joy