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The UK advertising regulator criticizes the notion that purchasing a lottery ticket could prove helpful in solving financial problems
The Health Lottery of Northern and Shell went into problems with the Advertising Standards Authority of UK this week over an advertisement in the press that says that the purchase of a lottery ticket could prove instrumental in solving financial problems or as a means to gain financial security.
The add banned by the national press boasted on a headline “What mortgage are you talking about?” with a written under this text smaller statement “Now you are given two chances to win a hundred thousand GBP”. Examples of the prizes on offer were positioned above.
The A.S.A. received a complaint by the Gambling Reform & Society Perception Group that the made by the in-house creative team of the lottery ad prompted irresponsibility and hinted that in order to achieve financial security or solve his financial problems one should take part in the lottery.
The lottery claimed in its defence that the add was only making a suggestion of how money could be spent by a lottery winner and that the ad was an integral part of a number of headlines like, “I won enough money to take my family and all of my friends to the Caribbean”.
According to the authority, the complainant was right and it noted that the CAP code reads “it must not be suggested in marketing communications that taking part in a lottery can be the sought solution to financial problems”, but it can instead make a reference to winning a prize or to other benefits.
It was concluded by ASA that among other benefits for winnings a prize are experiences or the purchase of new goods and not the possibility of paying off existing debts.