LeoVegas Reprimanded For Third Party Marketing

LeoVegas - ASA To Tweet Or Not To Tweet LeoVegas

If you use Facebook, Twitter or any other social media platform, the chances are you will have seen one of the advertorials, tweets or posts that reference a casino loophole or glitch.

LeoVegas have recently had their wrists slapped by the Advertising Standards Authority (ASA) following a tweet that was sent by King Casinos UK. King Casinos has only two tweets on their account now but according to the ruling, tweeted the following which was seen between December 2016 and January 2017:

It still hasn’t been fixed.

Underneath the text was a link which said

Big wins for Brits after online casino’s glitch.

The link was to a page which showed an offer from LeoVegas casino.

The Complaints About LeoVegas

There were two complaints and both challenged that this was misleading. The ad implied that there was a fault at the online casino that allowed players to win when gambling.

Additionally, the ASA felt the advert was not clear in its commercial intent.

LeoVegas Responds

LeoVegas responded to the ASA and said that the advert was created by Nyheter, a marketing partner of theirs. They had taken advice from CAP about the use of certain terms in the article, namely ‘glitch’ and ‘loophole’, and most of the offending articles had been removed immediately.

However, some of the content had remained online but has now been removed.

They went on to say how all of the adverts by this company had appeared with the words ‘sponsored by’ or ‘promoted by’, depending on the platform used. The pages that the links were directed to were clearly marked – or at least LeoVegas believed them to be – as adverts.

The ASA Ruling Against LeoVegas

You can read the full ruling against LeoVegas here, on the ASA website.

The ASA took into consideration the response of LeoVegas but upheld both parts of the complaint.

The ad breached all of the following CAP codes:

2.1
Marketing communications must be obviously identifiable as such.

2.3
Marketing communications must not falsely claim or imply that the marketer is acting as a consumer or for purposes outside its trade, business, craft or profession; marketing communications must make clear their commercial intent, if that is not obvious from the context.

3.1
Marketing communications must not materially mislead or be likely to do so.

LeoVegas were told by the ASA that they should not refer to bonuses as ‘glitches’ or anything of a similar ilk. They were also reminded that their future adverts should make their commercial intent clear.

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