ASA ruling for 888 Ladies TV adverts

21st May 2010 8:53 AM

Many of you may remember the Golden Ticket game that was promoted by 888 Ladies Bingo earlier in the year. You may also have seen this bingo sites TV advertising campaign for this Golden Ticket games. An ASA ruling for the 888 Ladies TV adverts, based on one complaint, has deemed the adverts as misleading.The 888 Ladies Golden Ticket games were offering players the chance to win entries to play bingo in a further game which offered a top prize of £5 million.

The complaint against 888 Ladies has been upheld by ASA because although there was a top prize of £5 million available to win in this bingo sites game this was by no means guaranteed as the game would need to be won within 24 calls.

888 Ladies strenuously argued at the time that the purpose of the TV adverts was to promote the Golden Ticket games. One of these adverts was 30 seconds long and the fact that the £5 million game featured prominently in both the voiceover and the graphics did not uphold their argument. This bingo sites second advert was only 10 seconds long, but this too featured the 888 Ladies £5 million game. This game from 888 Ladies actually saw the £5 million jackpot drop with every ball called after the 24th, and the prize did not remain static until the number of balls drawn had reached 40. This then set the jackpot at £50,000 which was deemed as misleading, hence this decision by ASA.

ASA now say that these 888 Ladies adverts should no longer be shown in their current form but this has come a little late as this promotion has now finished at 888 Ladies and the adverts are no longer shown on our TV screens anyway.

This is not the first time that a bingo sites TV adverts have fallen foul to ASA and we are sure it won’t be the last.

Written by Hannah Jones
 

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