ASA fines Broadway Gaming 100,000 GBP for ‘misleading’ ads

judge's hammer
The Advertising Standards Authority hand down fine to Broadway Gaming

The gambling group, Broadway Gaming, has received a hefty £100,000 (€112,578 or $133,787) fine for placing ‘misleading advertisements’ on five of its websites that take customer bets.

The UK-based Advertising Standards Authority (ASA) upheld a complaint made about an advert that appeared on the companies Butlers Bingo website.

In the advert the company had a customer offer that read ‘Deposit £10. Play £35’. The ASA rules that this advert did not significantly explain the terms and conditions associated with the promotion.

The ASA also found similar promotions on other Broadway Gaming websites, including Dotty Bingo, Bingo Diamond, Dotty Bingo, Rehab Bingo and Casino of Dreams. As a result the ASA deemed it necessary to hand down this significant fine.

Broadway Gaming accepted that the adverts on their websites did not meet its commitments to social responsibility. In particular the ‘adverts’ did not comply with the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing, and as a result they have agreed to settle the fine.

This latest ruling follows a number of fines handed out to remote gambling operators, as The UK Gambling Commission and The ASA look to protect consumers from misleading offers and promotion. At the end of August this year 888 received a staggering £7.8m fine for failing to protect customers on their website. Other operators have also felt the gaze of the authorities checking their practices as the industry becomes more tightly regulated.

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