The UK Advertising Standards Authority (ASA) has banned an email advertisement for online gaming operator which was found to be misleading for not including significant conditions which should have been stated in the body of the email.

An email promoting received on March 5th was headlined: “Risk free in-play offer & doubled and trebled odd on Champions League action.” Further text in the body of the ad stated: “Get a risk-free in-play bet from Fred - why bet anywhere else? Hi, Grab a risk free £10 in-play bet on tonight's massive game at Old Trafford! If you don't win we'll refund your first in-play bet up to a tenner...”

Two complainants challenged whether the ad was misleading because it did not make clear that the “risk free £10 in-play bet” offer was paid as £10 free bet and not cash; and it did not make clear that customers who went on to bet and win with that “free bet” would not have that stake returned.

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