Sky Vegas and bet-at-home reprimanded by ASA

Sky Betting & Gaming (SB&G) and bet-at-home have been reprimanded by the Advertising Standards Authority (ASA) over a “misleading” advert and an “irresponsible” tweet.

SB&G had its knuckles wrapped for running an advert on its Sky Vegas website that stated: “NO LOSE MONTH THROUGHOUT JANUARY.”

Further text read: “Play Risk Free throughout January at Sky Vegas – Terms Apply.”

Two complainants, who understood there was a limit on the amount that would be credited to cover losing bets and that returns were subject to a minimum wagering requirement, challenged whether the claims “NO LOSE’ and “Risk Free” were misleading.

Sky Vegas said it took “proactive steps” to make clear the promotion’s terms and conditions, and that each condition had been sufficiently brought to the customers’ attention prior to their participation.

In its ruling, however, the ASA said consumers would understand “NO LOSE” and “Risk Free” meant their initial stake was not at risk and that any losses would be refunded and withdrawable as cash.

The watchdog said the ad was therefore misleading and must not run again in its current form.

The advertising watchdog also said a tweet from affiliate BetPromotions4U, featuring a close up image of a woman pulling her trousers down, breached code by linking gambling to sexual success.

Text on the woman’s underwear read: “If you can read this it’s your lucky day” and the tweet included a link to the bet-at-home website.

In its response, bet-at-home said the tweet had been posted by affiliate Mr Pantic, and that their affiliate agreements included abiding by the advertising CAP Code.

They said the ad was geo-targeted and not intended for the UK market, and that the affiliate in question had not acquired any customers from the UK.

In its response the ASA said that it considered the tweet to have been targeted at UK consumers among other European football fans, and was therefore within its remit.

The watchdog said the Code states marketing communications for gambling must be socially responsible and not link gambling to seduction, sexual success, or enhanced attractiveness.

In that regard, the ASA said the tweet had breached Code and that it must not run again in its current form.

Two complainants also challenged whether a Paddy Power poster ad was likely to cause serious or widespread offence.

The ad, which ran in Liverpool, stated: “YOU’LL NEVER WALK ALONE” with smaller text underneath which said “OR EVER AGAIN IF YOU PLAY FOR KLOPP”.

The ad featured an image of a wheelchair, which had “PROPERTY OF L.F.C” written on the back.

But the ASA said the ad did not breach code and that no further action was necessary.