Paddy Power ‘Complaints Line’ advert rapped by ASA for use of misleading promotion

The UK Advertising Standard Authority (ASA) has rapped Paddy Power for its Cheltenham 2016 ‘Complaints Line’ advert for using a misleading promotion.

The TV advert created by London agency Lucky Generals featured comedian Kayvan Novak’s characters promoting Paddy Power’s ‘Money Back as a Free Bet’ on all second places at Cheltenham 2016 offer.

The advert would see the bookmaker further claim that the offer was available to ‘everyone, event Riff-Raff’.

Following a review of the promotions terms, ASA detailed that the advertisement was misleading as the bookmaker had restricted certain customers from participating in the offer.

Defending itself Paddy Power marketing said it had to block 0.5% of its customer base from participating in the promotions as they had been identified as potential bonus abusers.

ASA stated that it had received almost a dozen complaints, with the authority further detailing that the viewer objections had been made by Paddy Power customers. ASA would further declare that the “T&Cs apply” caution placed by Paddy Power on the advert was ‘not sufficient’

“Because we considered that consumers, including those who were subject to account restrictions, would infer from the ad that everyone could take up the promotion, when that was not the case, we concluded it was misleading,” said the ASA.

“We told Paddy Power not to state or imply that a promotion was open to everyone if that was not the case.”

Paddy Power Cheltenham 2016 ‘Complaints Line’