ASA Adjudication on Sohi Capital Partners Ltd

Ad

A poster for a football betting service was headed "BEATING THE CITY BOYS AT THEIR OWN GAME" and showed a group of men holding a football, laughing and clenching their fists in celebration. Text stated "RETURNED 13.56% LAST SEASON, THIS SEASON PROMISES TO BE EVEN MORE LUCRATIVE. WITH: INFLATION EATING AWAY AT SAVINGS. PROPERTY MARKET IN CRISIS. STOCK MARKET SUFFERING IN CONFIDENCE. WHY NOT TRY AN ALTERNATIVE METHOD. LOG ONTO WWW.REQUESTABET.COM ... ".

Issue

The complainant challenged whether the ad was irresponsible, because it presented gambling as an alternative form of investment to bank savings, property or the stock market, suggesting a return of 13.56% on investment.

CAP Code

Response

Sohi Capital Partners Ltd (Sohi Capital Partners) did not respond to the ASA's enquiries.

Assessment

Upheld

The ASA was concerned by Sohi Capital Partners' lack of response and apparent disregard for the Code, which was a breach of CAP Code clause 2.6 (Non-response). We reminded them of their responsibility to respond promptly to our enquiries.

We noted Sohi Capital Partners did not send evidence to substantiate the claim "RETURNED 13.56% LAST SEASON". Because the ad stated "WITH: INFLATION EATING AWAY AT SAVINGS ... WHY NOT TRY AN ALTERNATIVE METHOD", we considered the ad presented gambling as an alternative form of investment to bank savings. We concluded the ad was misleading and irresponsible.   

The ad breached CAP Code clauses 2.2 and 2.6 (Principles), 3.1 (Substantiation), 7.1 (Truthfulness) and 57.2 and 57.4(d) (Gambling).

Action

The ad must not appear again in its current form.

Adjudication of the ASA Council (Non-broadcast)