Regulatory Body Chides Sean Graham for Ambiguous Promotional Terms
In a recent development, the UK Advertising Standards Authority (ASA) has issued a warning to bookmaker Sean Graham for unfairly administering a promotion. The controversy surrounds £5 betting vouchers distributed during the Cheltenham Racing Festival, which some customers found difficult to redeem.
On March 14, a customer presented a voucher at a Sean Graham betting shop, only to be refused a GBP 5 bet. The voucher, marked as a "MATCHED BET VOUCHER" and "WIN ONLY", stated that it could be redeemed at any Sean Graham betting shop or on-course facility. However, the store visited by the complainant did not allow the customer to redeem the voucher, despite the statement.
The ASA ruled that the vouchers did not clearly communicate their validity, which was likely to mislead players. The authority noted that promotions should communicate all applicable significant conditions and avoid customer disappointment, as stated in the CAP Code.
Sean Graham representatives confirmed that the vouchers in question were part of localized promotions, not regular day-to-day promotions. The vouchers could only be used on the first three days of the Cheltenham Festival, a fact not clearly communicated to players.
The ASA found that the promotion was not fairly administered due to the customer being refused the bet. As a result, the ad must not appear in the same form, and the company should ensure its future promotions are fairly administered. The ASA also emphasized the importance of clear communication and fair administration in promotions.
Sean Graham acknowledged the importance of displaying more information on the reverse of future vouchers and ensuring that players are informed. The company has been instructed to ensure that the conditions of future promotions are communicated clearly and the promotions are administered fairly.
Despite attempts to clarify the matter, there are no available search results providing information about the non-transparent management issues related to Sean Graham's promotion involving £5 betting slips at the Cheltenham Racing Festival. The incident occurred on the final day of the festival.
The ASA warned Sean Graham that the ad must not appear again in its current form. The authority also emphasized the need for clear communication and fair administration in promotions to prevent such incidents in the future.
