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Lottoland fined for advertising failings

On February 1st, 2017 the Advertising Standards Authority upheld a complaint about a commercial radio advertisement broadcast on behalf of Lottoland. The complainant challenged whether the advertisement misleadingly implied that Lottoland were offering the opportunity to take part in a lottery as opposed to offering bets on the outcome of that lottery.

lottoland fined for advertising failings

The Gambling Commission's own investigation found that Lottoland also failed to make it clear in it's third party marketing, web site and social media promotions that consumers were betting and not participating in a lottery.

Gambling Commission Programme Director for Enforcement and Intelligence Richard Watson said: "In this case the operator (Lottoland) used ambiguous terminology in their marketing and advertising, which was misleading. That is not acceptable and the penalty package reflects the seriousness of Lottoland's failures."

"We expect all operators will learn the lessons from this case and take action to ensure that their consumers are clear about what they are being offered."

Lotteries are different from other gambling products as a portion of proceeds must go to good causes. The Gambling Commission and the Advertising Standards Authority (ASA) therefore consider it important that consumers are made aware of the type of gambling they are participating in.

Lottoland has been ordered to pay £150,000 to a socially responsible cause, pay Gambling Commission investigation costs and agree to a public statement outlining it's failings for industry wider learning.