The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), supported grievances lodged against Lottoland promotions appearing on Bing and Google search results.
Individuals who submitted complaints believed the advertisements were deceptive as Lottoland allows users to wager on lottery results, rather than directly purchasing entries for the lotteries themselves. Several Lottoland promotions on Bing and Google displayed statements such as “Lottoland Irish Lotto – Only £2” and “£2 Charity Combo. Charity Lotto with DOUBLE the chance to win + BRC Scratchcard 50% OFF. Support UK charities here.”
Although Lottoland consented to modify its promotional materials, the ASA determined that these alterations were not executed due to an issue with a third-party advertisement template, and consequently upheld the complaint.
Moreover, the ASA concluded that employing terms like “lotto,” “Irish Lotto,” and “US Power Lotto” – devoid of supplementary context – could potentially mislead individuals into assuming the advertisements were providing an opportunity to participate in those official lotteries.
Additionally, the ASA perceived that referencing UK charitable organizations contributed to the perception that Lottoland functioned as an official lottery administrator.
These conclusions indicated that Lottoland was in breach of the CAP Code regulations 3.1 and 3.3 (Misleading Advertising).
Consequently, the ASA mandated that Lottoland’s advertisements must cease to be displayed in the format that was the subject of the complaints, specifically on Bing or Google.
The agency responsible for monitoring advertising practices issued a warning to Lottoland, stating that all subsequent promotional materials must avoid deceiving the public. It is imperative that these materials unequivocally convey that the service entails wagering on lottery outcomes, rather than direct involvement in the lotteries themselves.
In conclusion, Lottoland is obligated to guarantee that all advertising efforts conspicuously and transparently incorporate this essential distinction regarding the act of placing bets on lottery results.
admin