The UK Gambling Commission has assessed a £100,000 penalty package against Broadway Games for misleading ads on its websites and also on affiliate’s websites.
Th ads touted a “Deposit £10. Play £35,” promotion but did not spell out specific conditions for the promotion. The commission ruled the ads were misleading.
Broadway games must pay the penalty and pay a contribution to the costs of the investigation. The commission is also requiring the company to publish a statement outlining its mistakes in publishing the
The UK Advertising Standards Authority initially upheld a complaint about the ads in June 2016 and the commission conducted further investigation.
The investigation found similar ads on the Bingo Diamond, Casino of Dreams, Dotty Bingo and Rehab Bingo websites also run by Broadway. Broadway also admitted that affiliate advertisers had placed similar adverts on their websites.
The commission said that its licensing rules require that ads for promotions list all relevant limitations and qualifications to claim bonuses.
“We consider that this case provides valuable learning for remote and non-remote operators,” the commission said in a press statement. “Operators must ensure that they do not mislead consumers or more generally cause consumer confusion by using unclear and ambiguous terminology in the marketing and advertising of their products.”
