Ladbrokes earns ASA reprimand over Euro 2016 promotion

rokes has received a warning from the UK Advertising Standards Authority (ASA) regarding a promotion that ran on its news microsite during UEFA Euro 2016.

Relating to the Group B game between England and Wales, the promotion stated that new customers could, with a maximum stake of £10, “get 6/1 for England to beat Wales or get 12/1 for Wales to beat England”, with the stake returned as a free bet if a losing selection was made.

A complainant, who took up the offer, has had their challenge that the ad was misleading, because it failed to state that part of the winnings from bets would be paid in free bet tokens, upheld by the ASA.

Ladbrokes said that this detail was included in the terms and conditions, but acknowledged that it should have been stated in the advert itself, with the ASA stating that this was a significant piece of information likely to impact consumers' understanding of the offer.

Ladbrokes confirmed to the ASA that the team responsible for writing content for its news microsite had been offered advice to ensure that such details were included in future promotions.

The ASA has ruled that the ad must not appear again in its current form, and welcomes Ladbrokes’ willingness to amend its future advertising.