ASA Ban BET365 TV Advert

Bet365 are the latest sports betting operator to have had their television advertisement banned by the UK’s Advertising Standards Agency (ASA). The advertising compliance board for UK terrestrial and digital broadcast services, found the Bet365 digital and television advert promoting a ‘Free Bet Offer’ to be misleading to UK audiences.

The television and online format displayed on UK TV public broadcast operator – Channel 4 stated the following sports betting promotions through its voice-over:

“Back any single winner at four to one or more on any race shown live on Channel Four and we’ll give you a free bet to the same stake on the next live Channel Four race. If your free bet also wins at odds of four to one or more, you qualify for a free bet on the next live Channel Four race. Keep backing those winners and we’ll keep giving you free bets.”

The ASA found the advert to be non-compliant with UK igaming and gambling advertising standards as Bet365 had shown an on-screen banner with the words ‘Free Bets’. Further small screen text on the advertisement stated “Max free bet £50 per race. Free bet winnings exclude stake.”

Bet365 had challenged the ruling on the banned advertisement, stating that ‘Free Bets’ is an industry standardised term, which would not mislead targeted customers on Channel 4 and other digital formats.

The ASA rejected the operators appeal,  stating that Bet365 had not used appropriate definition and had not given a clear breakdown of the promotion and its terms of use in order for customers to be rewarded. The body further pointed that customers taking the offer would have to meet wagering requirements and a set number of bets in order to be rewarded with the promotion, therefore no ‘free bet’ could be gifted to the customer if they took up the offer using the advertisement.