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UK Regulators Ban Lottery Ad for Excessive Gambling Promotion

The Advertising Standards Authority of the UK said an ad for online lottery gambling encouraged excessive play, and thus is banned.

OnlineVegas.com! The Advertising Standards Authority in the UK has struck down another gambling advertisement. This time it's the national lottery which is found to have introduced an ad not abiding by the organization's codes.

The ad in question was in e-mail form,sent to residents with an online account to purchase lottery chances.The slogan which offended the ASA said, "The more you play, the more likely you are to win."

ASA officials said the marketing campaign encouraged excessive gambling, and could lead to problem gambling.

Lottery officials say they had included the slogan as part of a humorous campaign featuring unlikely excuses, such as alien abduction, as reasons why a person couldn't play the lottery that week. They asserted the message was taken out of context.

"It (the ad) did not encourage excessive play but provided information that helped recipients decide if they wanted to play Lottery games interactively," said a statement released by lottery operator Camelot.

Previous ASA decisions had shown an inability by regulators to recognize intended humor, and investigations have been filed and ads banned for as few as one single complaint.

Published on September 9, 2009 by MattMiller

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