ASA ruling on on-screen text in TV gambling advert

A TV advertisement for Gala Bingo has been the subject of an adverse ruling by the Advertising Standards Authority. In its ruling (that can be downloaded below) it directed Gala Interactive (Gibraltar) Ltd to ensure that significant limitations and qualifications are clearly presented in its advertising. Its assessment will be of interest to all operators as it concerns the BCAP guidance in relation to on-screen text setting out significant terms and conditions for participating in the promotion. It reads as follows:

“The ASA noted that the on-screen text set out significant terms and conditions for participating in the promotion, including who could participate, the closing date of the promotion and other material information about how a consumer could participate in the promotion. We acknowledged that the text exceeded the height and duration requirements of the relevant BCAP guidance. However, we noted that the width of the text was very compressed, such that the words appeared tall but narrow and the background consisted of rapidly moving images and light and colour changes that drew attention away from the small text at the bottom of the screen. We considered that the on-screen text was not clearly legible and comprehensible and that consumers were therefore likely to miss the material information contained in the on-screen text. Because the qualification contained material information and was not clearly presented we therefore concluded that the ad was misleading”.

The ASA’s rulings are published every Wednesday and past rulings relevant to the gambling industry can be found by using the ASA’s search facility available here