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Broadway Gaming to pay £100,000 penalty package for misleading advertising

05 December 2017

Broadway Gaming Ltd will pay a penalty package of £100,000 for failing to include significant terms linked to promotional adverts found on five of its gambling websites.

In June 2016 the Advertising Standards Authority upheld a complaint about an advert (opens in new tab) that appeared on Broadway Gaming’s Butlers Bingo website.

The ASA ruled that the advert – which offered "Deposit £10. Play £35" – was misleading as it did not communicate significant conditions associated with the promotion.

Further investigation by the Gambling Commission found similar failings on Broadway Gaming’s Bingo Diamond, Casino of Dreams, Dotty Bingo and Rehab Bingo websites.

Broadway Gaming has accepted these adverts breached the Commission’s social responsibility codes which state that adverts must comply with the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code), and in particular they must state significant limitations and qualifications.

All operators are advised to read Broadway Gaming's public statement for further details and lessons to be learned.

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Last updated: 22 March 2021

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