SBC News Voice of the Sports Betting Industry
The UK Advertising Standards Authority (UK ASA)have banned Sky Bet’s latest TV and online display advert under the terms of misleading customers and not displaying information and customer messaging with “sufficient prominence”. BSKYB operated become the latest UK online gaming operator to fall foul of the recent online gaming advertising crackdowns by the UK ASA.
Two issues regarding Sky Bet current advertising promotions were investigated, both relating to Sky Bets sportsbook bonus player promotion in TV and online display (banners) formats. The TV advert which included a grid featuring one box labeled: “£10 FREE BET” and 29 boxes labeled “£5 FREE BET” with a voice-over stating: “Enjoy a brand new sign up offer at Sky Bet. Claim £10 completely free plus £5 free every week until the end of the season”
The UK ASA felt that this TV avert by Sky Bet was unclear and contradictory in terms as the TV advert also displayed an on-screen text which stated that the bonus offer was only applicable to “New customers only. Free bets non-withdrawable” and then “Existing Sky Bet/Poker/Vegas/Bingo account holders excluded.”
Furthermore the advert stated that the bonus could be used on Sky Bets new football coupons and place a weekly accumulator, whilst the advertisement text box claimed that in order to qualify for the £5 the customer would have to stake £5 weekly. The TV advert voice over finished stating customers to “Claim your £10 completely free and £5 free every week at Sky Bet. Just download from the app store or go to [website] now.”
The display advertising banners stated: “Join now and claim £10 completely free today + £5 free every week”. A click-through on the banner would lead the customers to an onsite landing page where they were invited to enter their details in order to join Sky Bet. Text stated: “Register today and claim your £10 completely free bet plus earn £5 free bet every week!”. The online display advert and landing page where thought to not have the appropriate customer terms and conditions regarding the free money offer.
Here is an example of the Sky Bet Bonus offer – TV Advert:-‘What If’
