ASA Scratches Out UK PrimeScratchCards Ads

Last week the Advertising Standards Authority (ASA), the UK's official advertising industry 'watchdog', reviewed a number of complaints it received regarding two online ads for UK scratchcard firm, PrimeScratchCards, and then upheld them, ordering the ads to be removed.

The first ad showed a woman carrying a baby with the following text: 'I am a single mom and I live on family benefits, I played and won £46.799 and it is incredible for me. I was very stressed for my son's future and I couldn't sleep, but now that I won I know that I can help my son build a better future?'

The second ad showed a woman holding a check with the following text: 'I was waiting for my husband to come home from work and decided to play a few games online at PrimeScratchCards. I was in total shock when I saw that I had won so much. It really couldn't have come along at a better time as I've just been made redundant. I'm now going to take a well deserved holiday with my husband, and pay off some debts with what's left.'

The ASA received 11 complaints, ten of which accused the ads of being exploitative and irresponsible as they suggested gambling offered a solution to financial problems, and one which accused the ads of suggesting that gambling offered a solution to financial issues regarding redundancy and debt.

When given the chance to respond to the complaints, PrimeGaming, the parent company of PrimeScratchCards, admitted that having reviewed the ads, they could understand how they could be misleading. As a result, they ordered the ads to be removed from all sites.