Giving through charitable gaming

ASA Ruling

We'd like to draw your attention to an ASA ruling published today (20th September 2023), because it presents a good example of the ASA's view on society lottery advertisements. This is particularly relevant in our current economic climate and there are lessons we can all learn from this ruling when we're considering the marketing messages we use to promote our lotteries.

Here's a link to the ASA ruling:

The ruling considers whether an advert published in the national press implied that participating in a lottery could be a solution to financial concerns. The ruling was upheld.

While the semantics are arguably subjective and specific to this ad, this ruling is a strong reminder that lottery advertisers must be aware of the CAP code and handle messaging very carefully.

CAP 17.3 states:
"Marketing communications must not suggest that participating in a lottery can be a solution to financial concerns, an alternative to employment or a way to achieve financial security. Advertisers may, however, refer to other benefits of winning a prize."

It is customary to suggest aspirational outcomes from winning a lottery - going on holiday, completing home redecorations, buying a state-of-the-art TV; it is against the CAP code to suggest that winning a lottery is the answer to financial worries, something which many people would relate to during our current economic downturn.

Our advice is to scrutinise your messaging with this ruling in mind and ensure you don't fall foul of the CAP code. When in doubt, err on the side of caution, or seek external advice.

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