LeoVegas Lands ASA Ban for Misleading Customers

Publish: 06.03.2017

It is not uncustomary for gambling operators to turn to advertorials in order to get their name and their brand in front of the eyes of potential players.

Many casino operators do it and the Canada-friendly casino LeoVegas did it last November when an ad appeared on the website of one of Britain’s most read newspapers – Daily Mirror.

Misleading Ad Sparks Confusion and Controversy

This particular advertorial, however, featured an ‘online loophole’ which was deemed misleading to new customers as it offered contrasting information regarding the ways how they could pocket up to £1,500 and 250 free spins at LeoVegas online casino.

“How Brits can get an extra £1,500 from this online loophole. One online casino is giving Brits an extra special welcome bonus. Would you like to be £1500 better off?”, read the ad, which was challenged by a single complainant to the country’s advertising watchdog Advertising Standards Authority (ASA).

A single complaint argued that the as was suggesting new customers would go on to receive £1,500 in cash, when in fact they could only claim it in four instalments, with the maximum bonus amount set at the aforementioned sum of £1,500.

Ad Got Banned

LeoVegas defended their case by stating they made it clear that possible bonus awards for new customers depended on the placed bets, claiming that word ‘cash’ was not used in the ad.

However, the ASA found the sentence – ‘Would you like to be £1,500 better off?’ to be particularly concerning as it could lead customers into thinking that the prize came in monetary form.

Ultimately, the ASA decided the ad was insufficiently clear which resulted in the advertorial being banned in its original form as it was deemed misleading and in breach of the CAP code 3.1.