ASA Gambling Advertising Survey: Misleading ‘free bet’ claims will not get a free ride

The Advertising Standards Authority’s (ASA) latest Gambling Advertising Survey has revealed a 96.1% compliance rate with the Advertising Codes.

This is the second comprehensive ASA survey of gambling ads since the introduction of strict new gambling rules in 2007. The survey was conducted to assess whether gambling ads continue to adhere to the tightened rules which are designed to ensure they are socially responsible and protect young and vulnerable people from harm.

Nearly 800 gambling ads that appeared during last year’s Football World Cup were assessed. Of these, just 31 were found likely to breach the rules. The ASA’s Compliance team contacted those advertisers responsible and obtained assurances that they would not place the same ads again. Despite the majority of ads complying with the rules, one area of concern was ads offering “free bets” that did not include significant terms and conditions. 

The ASA has undertaken a significant amount of work across the sector to make sure ‘free bet’ promotions are advertised fairly. Typical problems include not letting customers know that they might have to deposit their own money, or failing to inform customers that if they win, their ‘free’ stake would not be returned to them. When offering such promotions advertisers must ensure significant terms and conditions are stated prominently, and, in online ads, they should be no more than one click away.

Helping advertisers to maintain high compliance with the gambling rules is an ongoing commitment of both the ASA and the Code writing body, the Committee of Advertising Practice (CAP). CAP Services provide a range of advice, guidance and training resources to raise awareness of the rules and to prevent breaches. The ASA will continue to monitor gambling ads across all media to ensure a continuing high level of compliance with the Codes.

Chief Executive of the ASA, Guy Parker said:  “In the overwhelming majority of cases advertisers continue to promote their products responsibly. However, the sector should ensure that ‘free bet’ promotions are advertised fairly. If they do not, the ASA will not hesitate to take quick and effective action to remedy this problem.”

More on

  • Keep up to date

    Sign up to our rulings, newsletters and emargoed access for Press. Subscribe now.