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Jackpot Joy Advert Banned By ASA

Posted by: BingoGal - Thursday, May. 7th 2015 7:13 AM

The Advertising Standards Agency (ASA) release their most recent rulings each and every Wednesday and one of the things we do here at is check if any online gambling sites have come under fire. It’s been a little while since a bingo brand has had their wrists slapped by the ASA but yesterday it was the turn of Jackpot Joy, Barbara Windsor and quite a few blue balls to be scrutinised.

The offending commercial from Jackpot Joy aired around Christmas 2014 and was promoting the Jackpot Hero offer from the site. It is the wording of this promotion that caused not one but two different people to make a complaint. The complaint was subsequently upheld by the ASA and the advert cannot be shown again as it was.

It all seems a bit too late – like locking the stable after the horse has bolted to our mind. The promotion in question ended in January, some three months before the ruling was published.

Maths Is Not Jackpot Joy’s Strong Point

The problem with the commercial is simple, and in our opinion it is quite clear why two complaints were received. Whilst advertising the Jackpot Hero promotion the text clearly states that you could ‘win up to £10,000 every hour’. With 24 hours in a day the presumption would be then that there would be 24 of these special games. This was not the case as even the text on screen says ’13 games p/day’. That’s not a game per hour!

Advertising Standards Agency Ruling

Whilst Jackpot Joy tried to defend their promotion and commercial by saying that the T&C’s were clear and that the games played at times when most people were awake, the ASA were not having any of it.

The complaints were upheld after the ASA ruled that the commercial was in breach of two BCAP Codes:

Advertisements must not materially mislead or be likely to do so.
Advertisements must state significant limitations and qualifications. Qualifications may clarify but must not contradict the claims that they qualify.

In Summary

There have been many incidents where we’ve often felt that the gambling industry has taken a bit of a knock or the ASA has been a little harsh in a ruling. However, with the ruling against, it was a clear breach.

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