Rieves Lotteries reprimanded for ad’s under-18s appeal

Rieves Lotteries reprimanded for ad’s under-18s appeal

Wednesday, August 22, 2018 Posted by Craig Davies
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LottoGo.com also under fire from the ASA

The Advertising Standards Authority (ASA) has sanctioned Rieves Lotteries Ltd and the Annexio operated LottoGo.com, after both were found to have broken gambling advertisement rules.

Charity scratchcard promoters Rieves where challenged by one complainant, due to graphical content which it was believed could have a particular interest to children.

Rieves, which featured images of several scratchcards, including titles such as Queen Bee, Christmas Kisses, Snow Dough, Piggy Payout and Lucky Shamrock, stressed its reference only purpose in response, providing players with further information about specific games they had purchased in shops.

Before going onto stress that the generic stock imagery used was done so to make it easier for customers to identify the scratchcards they had purchased, and that they didn’t believe it constituted marketing or advertising.

In its assessment the ASA stated that “the bright, colourful designs in the ads and cartoon-like imagery were likely to appeal to children,” as well as “that the ads, which marketed gambling products, were likely to appeal more strongly to under-18s than to over-18s”.

The company has been told that the advert must not appear again in its current form, whilst being reminded of an importance to ensure that ads for gambling products did not have particular appeal to under-18s.

LottoGo.com, rebranded from World Lottery Club during an investigation, was another organisation to come under ASA fire, relating to text under the heading “How to win the Mega Millions Jackpot,” which stated “Mega Millions has an opening jackpot of $15 million with no cap. It makes the world's biggest lottery winners!”

It was challenged whether the ad was misleading, due it not being made clear that it was offering the opportunity to bet on the outcome of the lottery, rather than participate in it.

Responding LottoGo stressed changes made to its site on Gambling Commission advice two years ago, before issuing a belief that it did not believe it was misleading to advertise potential prize amounts pre-tax, due to not knowing the tax status of players located across a wide range of jurisdictions.

The firm also stated deductions were highlighted in terms and conditions, and that text featured on the website made it clear that consumers were betting on the outcome of a lottery as opposed to entering one.

Upholding the issue, the ASA stated “The ad must not appear again in its current form. We told LottoGo.com to make clear, as soon as prize funds were quoted, the extent to which winnings may be subjected to deductions. Furthermore, they must make clear that consumers were not being offered the opportunity to participate in a lottery, but to bet on its outcome.”

Totally Gaming says: Advertisements potentially having an appeal to the under-18 demographic is a sure fire way to come under pressure from the ASA, and more often that not a hardline stance is going to be undertaken. This follows similar action taken against Coral a little over two months ago, which saw the content of three adverts come under fire.


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