Sky Bet, the online gaming arm of satellite TV broadcaster BSkyB, has become the latest operator to fall foul of the UK Advertising Standards Authority after a TV advertisement and a banner on its website were found to be misleading for not displaying qualifying information with “sufficient prominence”.

Two issues were investigated relating to a TV ad and website for Sky Bet.

The TV ad included a grid which featured one box stating: “£10 FREE BET” and 29 boxes containing the text “£5 FREE BET” with a voice-over stating: “Enjoy a brand new sign up offer at Sky Bet. Claim £10 completely free plus £5 free every week until the end of the season”, whilst on-screen text stated: “New customers only. Free bets non-withdrawable” and then “Existing Sky Bet/Poker/Vegas/Bingo account holders excluded.”

The voice-over continued: “Use your free bets online or on your mobile Why not check out our new football coupons and place a weekly accumulator?”, whilst on-screen text stated: “Stake £5 weekly to qualify for £5 weekly free bet until end of football season”; the voice-over then continued: “Claim your £10 completely free and £5 free every week at Sky Bet. Just download from the app store or go to [website] now.”

The website featured a display ad which stated: “Join now and claim £10 completely free today + £5 free every week”. A click-through link was provided, leading customers to a separate landing page where they were invited to enter their details in order to join Sky Bet. Text stated: “Register today and claim your £10 completely free bet plus earn £5 free bet every week!”

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