Advert Ruled ‘Misleading’
By Staff
In the UK, the Advertising Standards Authority (ASA) watchdog has ruled against Sohi Capital Partners Limited and its poster advert for the football betting site.

The non-broadcast advert for the online sportsbetting service featured a headline that read ‘Beating the City boys at their own game’ and showed a group of men holding a football while laughing and clenching their fists in celebration.

The text of the promotion stated that the site had ‘returned 13.56 percent last season’ before carrying on with ‘This season promises to be even more lucrative’.

“With: Inflation eating away at savings. Property market in crisis. Stock market suffering in confidence. Why not try an alternative method,” read the printed advert.

The ASA stated that it had received a single complaint that challenged whether the advert was irresponsible because it presented gambling as an alternative form of investing in savings, property or the stock market.

”We noted Sohi Capital Partners did not send evidence to substantiate the claim ‘Returned 13.56 percent last season’,”

“Because the ad stated “With: Inflation eating away at savings… Why not try an alternative method', we considered the ad presented gambling as an alternative form of investment to bank savings. We concluded the ad was misleading and irresponsible.”

The ASA also stated that it had been concerned by Sohi’s ‘lack of response and apparent disregard’ for its guidelines, which is a breach in itself. The watchdog ruled that the advert breached six of its clauses and must not appear again in its current form.

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