ASA uphold complaint against World Lottery Club

ASA uphold complaint against World Lottery Club

Thursday, October 12, 2017 Posted by Michael Lawson
The complaint was received on a sponsored Facebook ad

Lottery betting operator the World Lottery Club is the latest betting organisation to come under fire from the Advertising Standards Agency (ASA), after one of their online adverts received a complaint.

The ad, posted on Facebook, was styled as a news broadcast feature, and came emblazoned with a banner stating, “BREAKING NEWS.”

Further text read, “BREAKING: UK’s BIGGEST lottery draw of £349 MILLION set for TONIGHT,” with the complainant challenging whether the ad made its commercial intent clear.   

Annexio Ltd, the company that powers the World Lottery Club, responded to the claims saying it was never their intention to deceive in any way.

They argued that the post was taken out of context, as they always label Facebook ads as “sponsored”, and noted that they have since opted to stop using such marketing communications on the popular social media platform.

Despite this, and despite the fact that there was just one solitary complainant, the ASA decided to uphold the complaint, after concluding that “the Facebook post was not obviously identifiable as a marketing communication and did not make its commercial intent immediately clear”.

The ASA went on to detail how the ad breached rules relating to the “Recognition of marketing communications” section of the UK Code of Non-Broadcast Advertising and Direct & Promotional Marketing (CAP Code), and told Annexio to ensure future ads had clear and identifiable commercial intent.

Annexio is the latest in a list of betting operators who have been reprimanded by the ASA. Earlier in the month Gala Bingo was warned after one of their ads was deemed to target the vulnerable.

While last month, Ladbrokes, 888 and Sky Vegas all received similar warnings after ads were published by affiliates, with Sky Bet CEO Richard Flint taking the step to cancel its affiliate hub.

Totally Gaming says: The latest ASA ruling against Annexio further reiterates the stringent approach taken by the advertising regulator. The ad in question received just one complaint, but the ASA still ruled to uphold as it was deemed to violate the CAP Code. Betting organisations and affiliates must acknowledge these recent rulings and ensure the Code is abided by in future, or risk further, harder-hitting repercussions.  

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