Broadway Gaming fined £100,000 for ‘misleading’ ads

6 December 2017

Broadway Gaming has been handed a fine of £100,000 (€113,400/$134,100) for featuring “misleading advertisements” on five of its gambling websites.

In June last year, the UK Advertising Standards Authority (ASA) opted to uphold a complaint about an ad that appeared on the firm’s Butlers Bingo site.

The ASA said the advert, which featured an offer of ‘Deposit £10. Play £35’, was misleading as it did not communicate the significant conditions associated with the promotion to consumers.

Further investigation by the UK Gambling Commission (UKGC) has found similar failings on the company’s Bingo Diamond, Casino of Dreams, Dotty Bingo and Rehab Bingo sites and, as such, has issued Broadway with the fine.

In a statement, the UKGC said that Broadway accepted that the adverts breached its social responsibility codes, which state that “adverts must comply with the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing”, and in particular must state significant limitations and qualifications.

Last month, the UKGC urged operators to review their terms and conditions to ensure customers are treated fairly, as well as enhance consumer protection efforts to better protect punters.

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