Misleading lottery advertising reminder

The Gambling Commission has published on its website a reminder to lottery operators about advertising rules following an ASA ruling made on 22 November 2017 (that can be downloaded below), following complaints about the way the Health Lottery ELM Ltd had advertised some prizes.

The Commission states as follows in that reminder:

  • One of the key licensing objectives is that gambling is conducted in a fair and open way, this includes any advertising carried out by licensed operators.
  • All licensed gambling operators are expected to comply with the UK Advertising Codes, which are enforced by the Advertising Standards Authority (ASA).
  • Where information about the prizes available in your lottery is published you must make sure this is done in a clear, transparent and unambiguous way so that consumers will be entirely clear of the prizes being offered. In particular, adverts must not mislead by exaggerating the likely winnings available.
  • We encourage you to seek regular advice about your advertising from the CAP Copy Advice Team


Download article PDF: Health Lottery ELM Ltd - ASA ruling