888Ladies Ads Ruled Misleading By the ASA
Sunday, 6 June 2010 | Written by Carol Dian
The body which regulates advertising within the UK - the Advertising Standards Authority - has ruled that two advertisements previously run by online bingo site 888Ladies must be pulled. The ASA took issue with these ads which depicted a woman overcome with excitement sitting alone in her bedroom shouting "I WON" over and over again. This is followed by a voice-over from the announcer telling the viewer that upon buying a ticket to an 888 Ladies game they are so close to the millions they can start practicing their victory screams also.
The ASA determined that this approach overstated the odds of actually winning a large jackpot, specifically a £5,000,000 pay-out from matching all 24 numbers on a given card. The Advertising Standards Authority judged that the actual odds of winning this prize were sufficiently distorted by the ad in order to justify banning it from future airings. 888Ladies operation, Cassava Enterprises, claimed that they were not referring specifically to the large jackpot amount, and that all pay-out details are clearly disclosed on the 888 Ladies site.
Cassava's arguments were not bought by the ASA, and two ads featuring the offending language were therefore disallowed. It is important to note that the ASA did not find that the actual 888Ladies site misled customers in any way - this ruling solely related to the verbiage used within two television advertisements. 888Ladies is one of the most popular online bingo sites in the UK and features guaranteed jackpot, progressive and free bingo games.
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