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ASA reverses ruling on Sky Bet TV ad

The UK’s Advertising Standards Agency (ASA) has reversed a ruling published on March 13th, 2019 regarding Sky Bet advertisement promoting its Request a Bet service.

After watching a Sky Bet TV advert featuring Sky Sports presenter Jeff Stelling in August 2018, two individuals had filed complaints against the company. What they considered irresponsible, was the implication that a person could become a successful gambler in case they had a good knowledge of sports. ASA then backed the complaint and said the operator may have encouraged irresponsible gambling.

However, after Sky Bet appealed, the ASA has now reversed the decision saying although the advert did contain a number of references to the role of sports knowledge in betting, these would be understood as referencing the potential to use this knowledge when building a complex bet via Request a Bet. As a result, the ASA has now ruled that the ad was not socially irresponsible and did not breach the CAP (The Committee of Advertising Practice) Code.

The Brittish watchdog has also ruled that an advert run by Betfair which explained how the operator’s Cash Out service works, did not breach its guidelines. A single complainant said that ad was not accurate as they were not able to cash out under stated terms within the advert. The ASA agreed with the company citing information in the advert that stated Cash Out is not always available

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