Betfair Told to Pull Advert by Advertising Standards Authority

Published Friday, February 11, 2011 -

The British Advertising Standards Authority keeps the lid on adverts that beak the rules of fairness and the proper representation of a product to the public. Recently an ad was presented on television by Betfair the online gambling operator from the United Kingdom. Betfair is one of the world’s largest international online sports betting providers. The firm stared a different way of gambling by helping create the Betting Exchange, where customers come together in order to bet at odds sought by themselves or offered by other customers, effectively eliminated the need for a traditional bookmaker. The company now processes over five million transactions a day from its three million registered customers around the world. In addition to sports betting, Betfair offers a portfolio of other products including casino, exchange games, arcade and poker.
The company’s newest advert has been pulled from the airwaves after a number of complaints to the British Advertising Standards Authority. After receiving twenty-three complaints from the public the ASA served notice to the Betting exchange that the advert depicting two men in a pub discussing a sporting event while a third man pushes between them and begins to act as a middleman, passing comments back and forth between the two other men. A voice-over then says "On Betfair you cut out the middle man, which means you win bigger".
A majority of the people who complained about the advertising campaign took exception to the suggestion that Betfair operated without a middleman considering this was incorrect and misleading. Other consumers thought that the advert was misleading because it failed to clarify that Betfair took a five percent commission on winning bets.
One of Betair’s company key facts listed on their web site states, “Betfair is committed to high standards of integrity and has agreed over 40 Memoranda of Understanding with sports governing bodies.”


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