Thursday, January 23, 2014

National Lottery Advert Cleared by the ASA

A television advert that was reported for making misleading claims about a UK National Lottery "£7 million jackpot" has been cleared by the Advertising Standards Authority (ASA).

The complaint was made by a viewer who stated the advertisement, produced by Abbott mead Vickers BBDO, failed to make it clear that the £7 million jackpot amount was an estimated amount.

The ASA responded to the claim by pointing out the average lottery player would probably already know that the Lotto jackpot could vary, depending on ticket sales. They also considered the onscreen text incorporated into the advertisement made it sufficiently clear the jackpot amount was an estimate and concluded that no code had been breached.