The UK Advertising Standards Authority (ASA) has banned a TV advertisement for online gaming operator bet365 which was found to be misleading over its free bet promotion.

The TV ad included a voice-over that stated, "… back any single winner at four to one or more on any race shown live on Channel Four and we'll give you a free bet to the same stake on the next live Channel Four race."  

On-screen text stated "FREE BETS" and the voice-over continued: "If your free bet also wins at odds of four to one or more, you qualify for a free bet on the next live Channel Four race. Keep backing those winners and we'll keep giving you free bets." Small on-screen text included: "Max free bet £50 per race.  Free bet winnings exclude stake.”

Similar claims were also repeated on the operator’s website.

Two complainants challenged whether the free bet claims were misleading, because participants had to stake their own money to make the 'free' bet.

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