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Is the advertising for your lottery misleading?

11 January 2018

The Gambling Commission is reminding lottery operators about advertising rules following an ASA ruling.

One of the key licensing objectives is that gambling is conducted in a fair and open way, this includes any advertising carried out by licensed operators.

All licensed gambling operators are expected to comply with the UK Advertising Codes, which are enforced by the Advertising Standards Authority (ASA).

Following complaints about the way the Health Lottery ELM Ltd advertised some prizes the ASA published a ruling on 22 November 2017 (opens in new tab).

Where information about the prizes available in your lottery is published you must make sure this is done in a clear, transparent and unambiguous way so that consumers will be entirely clear of the prizes being offered. In particular, adverts must not mislead by exaggerating the likely winnings available.

We encourage you to seek regular advice about your advertising from the CAP Copy Advice Team (opens in new tab).

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Last updated: 24 May 2021

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