UK’s ASA reprimands Napoleon Casinos over “unlimited gambling” ad claim

| By Nosa Omoigui
The Advertising Standards Authority (ASA) has upheld a complaint against A&S Leisure Group - owner of the Napoleon Casinos brand - over ads claiming that customers could enjoy “unlimited gambling” at Napoleon Casinos.
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The adverts, which were posted to and Facebook also promised customers “unlimited gaming entry into prize draws” and “unrestricted gambling” for members. One complainant argued all terms were socially irresponsible.

A&S Leisure argued that it was free to promote unlimited or unrestricted gambling to members as per the UK’s money laundering regulations.

However the ASA has ruled that such wording should never appear in future ads, as they could be seen to be condoning irresponsible gambling behaviour.

An ASA statement said: “The CAP Code stated that ads must not portray, condone or encourage gambling behaviour that was socially irresponsible or could lead to financial, social or emotional harm.

“We considered that the overall impression of the claims in the ads was that consumers could gamble without limits or restrictions, and therefore condoned or encouraged consumers to engage in irresponsible gambling behaviour that could lead to financial, social or emotional harm.

“We therefore concluded that the ads were irresponsible and breached the Code.”

The ASA also upheld a complaint against Entain brand Ladbrokes back in July for advertising that was deemed socially irresponsible.

A&S paid a £377,340 fine earlier this year after the GB Gambling Commission found its anti-money laundering checks were insufficient.

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