ASA censures Bonus Accumulator over social media ad and content claims

The Advertising Standards Authority (ASA) has ordered the removal of a paid-for Facebook post from Bonus Accumulator over claims the content was “socially irresponsible”. Three separate complaints were received by the regulator which were later upheld. A paid-for Facebook ad shown on 9 June included a voiceover which stated: “This is my 45th day of isolation. This money is so welcome as I haven’t earned anything in six weeks.” The advert concluded with the line: “It is almost statistically certain that you will make a profit if you do enough offers.” Complainants challenged whether the ad suggested bonus hunting was a way to achieve financial security and whether the claims regarding statistical certainty were misleading. A separate video shown on the Bonus Accumulator website on 14 June featured the line: “Casino bonuses are not gambling because just like matched betting, we give you an edge that allows you to beat the bookies.” In this case, complainants questioned whether the advert was socially irresponsible. In response, Bonus Accumulator claimed the statement was not irresponsible or materially significant. It suggested the ad presented casino bonus hunting as a way of earning extra money and did not implore players to leave their jobs to take up bonus hunting as an alternative source of income. Bonus Accumulator argued that as a matter of mathematical fact, consumers who made enough bets using casino bonuses would have an “edge” over the relevant casino, thus guaranteeing profit. In its judgement, the ASA suggested the purpose of the service was to facilitate gambling and assessed the ad accordingly. The ad regulator questioned whether the advert suggested the service could be used as an alternative to employment and a way to achieve financial security for those who had lost earnings as a result of the coronavirus pandemic. ASA regulators also suggested the ads encouraged consumers to start “a long string of bets or similar gambling activities with online casinos” while also downplaying the risk involved. Finally, in respect of the claims regarding casino bonus hunting, the ASA said it had not seen any evidence that the system could generate profit for players, concluding that the system’s success and profitability had not been substantiated. In the light of these factors, the ASA ordered the removal of both paid-for Facebook ad and the Bonus Accumulator website content.