UK Gambling Commission hits bingo firm with £100,000 penalty for misleading ads
Broadway Gaming hit with penalty for failing to clearly outline significant Ts&Cs in its sign-up offer
The UK Gambling Commission has charged Broadway Gaming £100,000 for running “significantly misleading” advertising.
Broadway, which runs several bingo sites, was initially found to be in breach of advertising standards back in June 2016, when the Advertising Standards Authority upheld a complaint about an advert that appeared on Broadway Gaming’s Butlers Bingo website.
The ASA ruled that the advert – which said “Deposit £10. Play £35” – was misleading as it did not communicate significant conditions associated with the promotion.
The Gambling Commission subsequently found that Broadway had published similar messages across its Bingo Diamond, Casino of Dreams, Dotty Bingo and Rehab Bingo websites.
As a result, the Commission levied a £100,000 financial penalty on the operator for failing to state “significant limitations and qualifications”.
The Commission said Broadway had “acknowledged its weaknesses and worked with us to avoid a repetition of its failings”, including changes to its marketing.
“We consider that this case provides valuable learning for remote and non-remote operators,” the Commission said.
“Operators must ensure that they do not mislead consumers or more generally cause consumer confusion by using unclear and ambiguous terminology in the marketing and advertising of their products.
“Their marketing and advertising should comply with the requirements of BCAP/CAP codes and the Licence conditions and codes of practice. Operators should take a proactive approach in assessing marketing and advertising promotions to ensure consumers are fully informed about the nature of the products on offer.”
The penalty continues a recent string of fines from the Gambling Commission, which has hit Gala Coral and 888 with 7-figure penalties this year, as the regulator seeks to prioritise consumer protection.
The ruling will also be a wake-up call for marketing departments, with gambling operators some of the most common offenders in ASA rulings.