ASA upholds Rational complaints against 888 Casino

The UK Advertising Standards Authority has upheld three challenges laid by PokerStars parent company Rational Entertainment Enterprises against Cassava Enterprises regarding 888casino.com web page banners extolling the virtues of its High Rollers Club and VIP membership.

Rational challenged the ads wording which said “Join THE BEST VIP PROGRAM AROUND.  As a VIP, you can expect the professional service you deserve, be dazzled with amazing red carpet luxuries and spoiled with even more chances to win” and “The Best VIP PROMOTIONS ANYWHERE. Our VIP promotions are simply the best!  With hospitality second-to-none, and out-of-this-world prizes ranging from the latest hi-tech gadgets, jewellery and designer goods to sports trips, luxury holidays and massive cash bonuses, our promotions really are worth winning!”

On a web page advertising the ‘High Roller’ membership, the banner said “Welcome to 888casino’s HIGH ROLLERS CLUB! … Our High Rollers enjoy the best benefits, bonuses, promotions and exclusive event offers anywhere online”.

888Casino countered by saying the claims used broad language to convey their subjective opinion and that customer would understand the “subjective puffery”, a practice undertaken by many of their competitors including Rational.

The ASA ruled against 888Casino saying the ad breached CAP Code rules on misleading advertising, substantiation and other comparisons and may not appear again in its current form.

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