The UK’s Advertising Standards Authority (ASA) has banned another TV advertisement for Betfair, the second already this year, which was found to be misleading viewers regarding the relative value of betting with Betfair.

A TV ad for Betfair began with on-screen text and a voice-over that said: "IS YOUR BOOKIE GIVING YOU VALUE?" The voice-over continued: "On all Channel 4 live races in September, Betfair were better priced than William Hill 30 minutes before the start of each race on 506 of the 640 runners. Better than Paddy Power on 549, and better than Betfred on 543. Now that's value. Before you bet today, check the prices on Betfair."

Text that appeared at the bottom of the screen throughout the ad stated: "Exchange prices only. 5 per cent commission has been deducted from Betfair prices. Other charges may apply. For verification see”

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