Jackpot Joy TV ad determined to be misleading


TV ad determined to be misleading

The UK Advertising Standards Authority (ASA) ruled on a complaint concerning Profitable Play’s Jackpotjoy online bingo TV Ad this week, concluding that the ad had indeed breached ASA codes.

Two complainants challenged whether the ad promoting ”Up to 10,000 jackpots every hour …" and "up to £10,000 every hour" was misleading as there were between 13 and 15 draws in a 24-hour period which were only offered during peak hour times in order to reach a wider audience.

The ASA found that a number of consumers were active on the site outside of the peak hours, and considered that viewers would believe they would be able to win a jackpot at any time, unless it was made clear that there would be no jackpot during a particular period.

“We considered that viewers would interpret the claim "every hour" to mean there would be at least one jackpot each hour, for the entire 24-hour period. We considered that the qualification "Min 13 games/day" contradicted rather than clarified the claim, and therefore concluded that the ad was misleading,” the ASA ruled.