888 VIP ads banned after Rational complaint
Advertising Standards Authority warns operator over unsubstantiated claims relating to ads for its VIP casino program
Gibraltar-licensed 888 has been forced to remove a number of banners from its casino website after the Advertising Standards Authority (ASA) ruled they contained “misleading” statements.
Following a complaint from Rational Entertainment Enterprises, owners of PokerStars and Full Tilt, three separate ads on 888casino.com, which promoted the operator’s VIP scheme, were investigated by the ASA.
Rational challenged whether the claims “best VIP program around”, “best VIP promotions anywhere” and “best benefits, bonuses, promotions and exclusive event offers anywhere online” were misleading or could be substantiated.
888 contested the language used was broad and conveyed a subjective opinion about its VIP program, while assertions about being the “best” would not be taken literally by consumers.
The operator also said its advertising claims were similar to those of many of its competitors, including the complainant, and therefore consumers would understand, in the context of the gambling industry, that the claims were subjective.
888 did, however, concede the claim “best benefits, bonuses, promotions and exclusive event offers anywhere online” appeared more specific than the other claims and therefore could possibly be taken literally.
The ASA said consumers would expect that 888 had objectively compared their offers with other similar offers provided by its competitors and had found theirs to be superior and as 888 hadn’t carried out this comparison, the ads were ruled to be misleading.
The operator was warned that the ads should not appear again in its current form and were told to exercise caution when making “best” claims in future.
In other news:
– Paddy Power readies new mobile launches