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Just one complaint can cause gambling companies significant hassles

The possible ban of a Littlewoods Bingo television advertisement by the UK Advertising Standards Authority has been averted by the company's spirited defence of its position last week.
 
Following a single public complaint that the advertisement implied that players could win large sums of money on several occasions, Littlewoods and its white label supplier St Minver backed their advertised claim with hard facts and numbers, causing the ASA to reject the complaint and permit the continued broadcast of the advert.  

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The TV ad showed animated bingo balls moving against a green background intercut with shots of two women at computer screens chatting to each other via the Littlewoods bingo chat room. The voice-over stated “Littlewoods football pools has brought billions to millions, now we bring you bingo.

Come and join the fun … Littlewoods Bingo is the name you can trust to pay out big style, with hundreds of winners and tens of thousands in prizes every single day. You can even chat and gossip in our big mates chat room … “. The shot cut to a woman in front of a computer screen. Text on the computer screen stated “Leanne: What did you just win? Kate: GBP 500 … again X”.”
 
In its final ruling, the ASA dismissed the complaint, saying: “Clearcast said they did not consider the ad misleading because St Minver Ltd had supported the claims made for the number and amount of the payouts. They said the aim of the ad was to set out how much could be won each day, and they did not consider the brief inclusion of the text on the computer screen would mislead viewers about the frequency of winnings.”
 
Equinox Film and TV Production developed and produced the advertisement.
 
This is the second time this year that Littlewoods has had to defend itself in ASA issues. In July 2008 a complainant challenged the company's Internet advert for "The Amazing Spiderman 25 Line Jackpot Slot" . On that occasion the complaint - that the advert was irresponsible because it was likely to appeal to the underaged - was upheld on grounds that marketing communications for gambling should be socially responsible and should not be of particular appeal to children or young persons, especially be reflecting or being associated with youth culture. The authority ruled that Spiderman was likely to have particular appeal to children and young people, and the ad therefore breached the code and was withdrawn.

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Gambling News :

Is Gibraltar Out of Luck in US Tax Challenge - Gibraltar's challenge to the UK 15 percent point-of-consumption tax on online gambling operator revenues has already failed in the UK High Court, and it looks as if it may be rejected by the European Court of Justice too.

Quickspin are now available in Denmark - #quickspin The roll-out strengthens the long-standing partnership between the supplier and the operator, with Quickspin games already available on Vera&John’s websites around the world.

UCypher Launches - Indian entertainment and media entrepreneur Ronnie Screwvala has announced the formation of UCypher, an eSports tournament in which ten teams will compete.

Extreme Live Gaming In deal With Betsson - Extreme Live Gaming, a subsidiary of the Novomatic Interactive group, has announced a live dealer product deal with the Betsson online gambling group, with an initial launch planned for Betsson.com, followed by other brands in the Swedish group's portfolio.

Expansion Mode For BoyleSports - The Bambury premises are situated in Kildare, Meath and Dublin and will be refurbished and rebranded after acquisition, with the total of 31 staff remaining in employment..

Safecharge Q4-2016 - Online e-cash processing firm Safecharge, where Playtech's Teddy Sagi is a majority shareholder, released a trading update on its Q4-2016 performance Thursday, flagging record transaction processing volumes and revenues.

ASA Most Controversial Ads of 2016 - Paddy Power's penchant for advertisements that cause a stir saw the betting company mentioned twice in the Top Ten most controversial adverts of 2016 released by the Advertising Standards Authority in the UK Thursday.

Yggdrasi To Enter Italian Gambling Market - Yggdrasil’s Italian offering will include the company's collection of in-game promotional tools, BOOST, improving gamification, and the social sharing tool, BRAG. The company’s mobile product will also be available on its HTML5 iSense 2 platform.

888sport is the latest to join sports betting integrity body ESSA - Major operator 888sport is the latest to join sports betting integrity body ESSA with the company adding its customer base and betting market platforms to ESSA’s global anti-fraud alert and reporting system.

First partypoker live event to be held in Russia - Partypoker’s new live tour will kick off in Russia on March 24, 2017 at Sochi Casino and Resort in association with Club Poker Management. Online Day 1’s will start on partypoker on March 12, 2017.

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