ASA Adjudication on Betclearer Ltd
Betclearer Ltd t/a Bet Butler
5th Floor, Scriptor Court 155-157
Farringdon Road
London
EC1R 3AD
Date:
29 January 2014
Media:
Internet (on own site)
Sector:
Leisure
Number of complaints:
1
Agency:
None
Complaint Ref:
A13-245173
Ad
A website, www.betbutler.co.uk, featured text on the “How it Works” page that stated “Our patented technology compares odds with over 60 different bookmakers around the world. So when you place a bet, we serve you the best available price in the market. Saving you time and getting you a better return for your money. All through one easy-to-use-account”. Further text stated “BEST PRICE. Delivering you the best odds and the best price on your bet”.
Issue
The complainant challenged whether the claim that the advertiser offered the best price was misleading and could be substantiated, because they found better odds elsewhere.
CAP Code (Edition 12)
3.13.7
Response
Betclearer Ltd t/a Bet Butler explained that they compared the odds from all leading bookmakers and aimed to provide the best available price to their customers. However, they provided no documentary evidence to support that.
Assessment
Upheld
The ASA noted the ad included the claims “So when you place a bet, we serve you the best available price in the market”, “getting you a better return for your money” and “BEST PRICE. Delivering you the best odds and the best price on your bet”. In that context, we considered consumers would understand the ad to mean that they were able to achieve the best available price by using the advertised service.
We understood from the complainant that they found better odds through an alternative provider. Having performed a search online, we also identified better odds through an alternative provider. Because we had seen no documentary evidence to demonstrate that Bet Butler offered the best price, we concluded the claim that the advertiser offered the best price had not been substantiated and therefore breached the Code.
The ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising) and 3.7 (Substantiation).
Action
The ad must not appear again in its current form. We told Bet Butler to ensure they held robust documentary evidence to support claims in future.
source : www.asa.org.uk
