PlayOJO in ASA investigation over reported "hot or cold" marketing mishap

PlayOJO is being investigated by the ASA over complaints regarding the use of “hot or cold” games in its marketing materials, according to reports.

The marketing message, which is no longer available online, suggested players could play hot or cold games to change their fortunes.

The message read: “Switch between HOT or COLD to reveal the MOST and LEAST profitable games of the hour, updated every 5 minutes.”

Tapping into the gambler’s fallacy (also known as the Monte Carlo fallacy), the notion that previous outcomes have an impact on an imminent result, the message is set to fall foul of the ASA’s guidelines as it suggests players could control outcomes of games of chance.

The operator also aired a TV ad in which a tarot card reader gave customers advice while using the PlayOJO mobile app to inform the predictions, based on the hot and cold feature.

According to the Guardian, the ASA is likely to uphold a complaint filed against the operator last year.

The ASA’s draft recommendation to PlayOJO notes the feature was both “misleading” and “irresponsible”.

The decision by the ASA to uphold the complaint could have further impact on the industry in the future.

A PlayOJO spokesperson said: “We are waiting for the final ASA ruling before making any further comment on their ruling, but can confirm the pages referred to in the article have been updated and will be live again on our website shortly.”