Trouble in UK ads

With the recent change of advertisement guidelines on gambling in the UK. The Advertising Standards Authority (ASA) will most definitely see an increase in complaints. In fact, as of now, filing a complaint is easier than ever. It only takes a few minutes as two operators learned.

unibetFor your information, to file a complaint you can visit ASA’s Website. Then fill in an online form with the following information, the ad and the source. Also, you’ll need to write a few lines to explain why the ad deserves special attention.

Tweet under supervision

The first operator that went under ASA’s loupe was Unibet. So, what did Unibet do to get this unwanted attention? In fact, it was not Unibet’s action that resulted in a complaint. It was one of their brand ambassadors. Indeed, Nicky Henderson caused commotion after his tweet.

“We’re underway with the jumps and my exclusive @unibet blog is now ready to read.” According to ASA, Henderson didn’t follow the best practice. Unibet was quick to respond and said. “Henderson is a brand ambassador for Unibet, but doesn’t speak on behalf of Unibet.”

The final judgment

ASA said “The ad must not appear again in its current form. We told Unibet and Mr Henderson to ensure. That their future marketing communications were easy to identify. For example, by using an #ad. Although, ASA understood Unibet’s situation and predicament, but explained. The ambassadors are to post Unibet related matters. And Unibet has direct control over tweeted content.

William Hill in favour

The second operator that fell under the watchdog’s notice was the betting site William Hill. ASA questioned an ad that ran during the World Cup. Indeed, the promotion text included. “Customers are getting more every day, with two extra bet boosts available on all World Cup matches.”

And the complaint points to the “extra bet boosts available on all World Cup matches.” But in this case, ASA ruled in William Hill’s favour. “We noted the ad did not state that “all” customers could obtain the bet boosts. And it was unlikely to give the impression the offer was open to those who had opted-out. We, concluded that the ad was unlikely to mislead.”

Advertising in the UK is becoming problematic it seems. Only a small word can make a big difference. And because of this ASA will likely get swamped with work! Or the operators will quickly learn as fines are issued!