Secure adnxs

Littlewoods successful in fighting advert ban


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.

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was likely to have particular appeal to children and young people, and the ad therefore breached the code and was withdrawn.

General Bingo News

Login to post a comment:


 
 

Click Here to register a new account

What's going on right now!

2mins ago someone from us flag United States played Quick Hit Black Gold

Casino Community

Share this page on:
Follow LCB on:
Follow LCB

In the last 24h

Totals

  • New Members
    39
  • Members Online
    540
  • Guests
    1,594
Highest Community Rated Online Casinos
Guts Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (349 Ratings)
Bet365 Games
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (306 Ratings)
Unibet Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (275 Ratings)
NextCasino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (310 Ratings)
Casino Adrenaline
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (228 Ratings)
Vera John Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (294 Ratings)
Betsson Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (381 Ratings)
CasinoLuck
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (398 Ratings)
Redbet Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (284 Ratings)
32 Red Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (643 Ratings)
Lucky Red Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (373 Ratings)
BETAT Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (354 Ratings)
Bet365 Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (566 Ratings)
SlotsMillion
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (198 Ratings)
ComeOn Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (419 Ratings)
Betsafe Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (359 Ratings)
SlotJoint Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (50 Ratings)
Winner Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (421 Ratings)
William Hill Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (203 Ratings)
Club USA Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (486 Ratings)
Mr Green Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (451 Ratings)
Red Stag Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (150 Ratings)
Win A Day Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (580 Ratings)
Betfair Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (379 Ratings)
Ladbrokes Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (225 Ratings)
Sportingbet Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (173 Ratings)
Slotland
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (524 Ratings)
GoWild Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (388 Ratings)
Buzzluck Casino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (326 Ratings)
InterCasino
star ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar ratingstar rating  (225 Ratings)


Follow LCB on Facebook Follow LCB on Twitter Follow LCB on Pinterest Follow LCB on Google plus