The Irish bookmaker, Paddy Power is the latest gambling operator to be censored by the UK Advertising Standards Authority (ASA). While Paddy Power claims that they do not intend to mislead customers the ASA has told the operator to withdraw the TV and radio adverts.

A number of complaints were aimed at the Paddy Power TV advert claiming it was misleading in the fact that the small print contradicted the offer being made. Similar complaints have also been aimed at the radio adverts. The advertising campaigns involved an offer for those thinking of betting on the Champion League final match between Manchester United and Barcelona. Paddy Power claimed they would refund losing bets if Barcelona won in normal time with a maximum claim of £100.

Paddy Power has suggested that it was not there intention to mislead people and that the text clarified the offer suggested the company would refund some and not all losing bets. In addition they argue the adverts were shown on sports related channels and that the average viewer / listener would be aware of the common terms and conditions relating to such promotions.

While the ASA subsequently upheld the complaints on both the television and the radio advert, there is no doubt that gaming companies will continue to flaunt the rules and the ASA will continue to have to look into misleading advertising campaigns. By the time the ASA have given their verdict the campaigns have normally been used and disregarded and the extra publicity the operator gets even where it is in the wrong only serves to boost the brand name further.

Maybe if there was a 6 month ban for irresponsible and misleading advertising campaigns they would be taken a little bit more seriously.