ASA rules against Lucky Goal ad that exaggerated the chances of winning prizes

The Advertising Standards Authority has upheld a complaint that an in-app video ad for the app Lucky Goal was misleading, because it exaggerated the chances of winning prizes when using the app.

In its ruling (that can be downloaded below), the ASA has described the ad as follows:

An in-app video ad for the app Lucky Goal, seen 25 November 2019, first showed the mobile phone screen of someone trying to order a pair of headphones on Amazon but who received a message which stated “Your credit card has been declined”. On-screen text displayed at the same time stated “Lucky Goal – Funny every day” and “New chances to Win Every Day!”. The ad then showed the user opening the Lucky Goal app, playing a game of roulette and winning $85. A quiz was then shown where two questions answered correctly resulted in the user winning $100. The user then won $54 on a scratch card. The ad ended with text which stated “LUCKY GOAL” and “PLAY. WIN. REDEEM” on-screen, underneath which were logos for Amazon and PayPal.

Lucky Go Studio did not respond to the ASA’s enquiries. In its assessment upholding the complaint, the ASA stated as follows:

Upheld: The ASA was concerned by Lucky Go Studio’s lack of response and apparent disregard for the Code, which was a breach of CAP Code (Edition 12) rule 1.7 (Unreasonable delay). We reminded them of their responsibility to respond promptly to our enquiries and told them to do so in future. We considered consumers would understand from the ad that users of the Lucky Goal app stood a reasonable chance of winning the sums of money featured in the ad and that they would be able to redeem any money they won. However, we received no information from the advertiser demonstrating that users had won and redeemed the sums featured. In the absence of such evidence, we concluded that the claim had not been substantiated and was therefore misleading. The ad breached CAP Code (Edition 12) rules 3.1, 3.3 (Misleading advertising), 3.7 (Substantiation) and 3.11 (Exaggeration).