In June of this year, as the world prepared for Euro 2016, Coral advertised a special offer through the National Press about a free £5 bet.
The offer appeared stating the following:
Free £5 bet. Bet £10 on a tournament winner get £5 every time they win.
Smaller text of the ad read
Available to new and existing Connect customers in any Coral shop.
Available to multi-channel Connect customers in any Coral shop.
A Single Complaint Instigates The ASA Investigation
It was just one complaint that triggered the ASA investigation and this came from a disgruntled Coral customer who was told that he was not eligible for the offer because his Connect card was for in-shop use only.
This customer felt that the ad was misleading because it suggested the offer was available for ALL Connect customers.
It would seem that that last line of the small print should not have been included and was an error on Coral’s part. However, the complainant had been wrongly informed by customer service that he wasn’t eligible for the offer when in fact, he was.
The Assessment And Ruling For Coral
The ASA believed that the two small print lines of the advert contradicted each other and therefore caused confusion and were misleading.
Whilst the last line of the small print has been explained to be an error by Coral, it Is this that meant that the ruling had to be one of UPHELD.
The ad cannot appear in its current form again and breached two CAP Codes as shown below:
Marketing communications must not materially mislead or be likely to do so.
Marketing communications must state significant limitations and qualifications. Qualifications may clarify but must not contradict the claims that they qualify.