Advertising Standards Authority clears Coral of advertising breach

The Advertising Standards Authority (ASA) has cleared UK bookmaker Coral over allegations that adverts by the operator broke advertising rules. The claim by the Campaign for Fairer Gambling was dismissed by the advertising regulator.


The ASA has cleared Coral of any wrongdoing related to a World Cup advert. © Pexels.

High street and online bookmaker Coral has been cleared of wrongdoing after being reported to the advertisement regulator ASA over misleading information in the company’s advertisements. The Campaign for Fairer Gambling had brought the action against Coral due to an advert which the charity allege gave a false sense of value.

The advert featured in the Racing Post during the 2018 World Cup in Russia.

The Campaign for Fairer Gambling raised the issue. They believed that the crossed out price of 3/1 that was termed as a “PRICE BOOST” by the advertisement was misleading. Stating that the “enhanced” price was available at other bookmakers, therefore, broke advertising rules.

In their defence, Coral responded by stating that when the promotion was introduced 3/1 was the standard market price. They went further, explaining that due to factors that arose on the overall market, over time the prices fluctuated.

The company also pointed out that any advert had to be well finalised and reviewed in advance before its publication, hence the inclusion of “guide price only, prices are subjected to fluctuation.” This is important to ensure that members of the public are well informed in case there are changes.

Outlining the dynamic nature of the prices after creating the market on 6th June 2018, Coral explained that the shifts in prices were in such a way that the price boost was more advantageous to the customers who placed a bet on it.

Considering the evidence, the ASA shared a belief that the market fluctuations were inevitable in the build-up to the event and that it would definitely have come to the customers’ attention. The ASA also stated it understood that the promotional offer would create a genuine benefit to those that participated, something that was reinforced by text contained within the advert. Furthermore, the ASA stated that the customers would understand the crossed out prices to have been predominant market price and that the price may have moved between the ad being created and its publication within the paper.

The ASA did not find any evidence of a breach, thus they did not uphold the complaint and deemed that there was no need for further action. They cleared the company of the allegations.

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