A claim from PokerStars parent Rational Group that 888’s advertising banners were misleading and unsubstantiated has been upheld by the UK Advertising Standards Agency (ASA).
Scrolling banners on web pages advertised different types of VIP membership. An associated website claimed that, 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.”
Rational Group questioned the veracity of these claims, and challenged 888’s parent company Cassava Enterprises to substantiate them.
Rational does arguably operate one of the “best” VIP programs in online gambling—its Supernova Elite status confers up to 78% rake rebate plus other benefits. The claim was against 888’s casino, a market sector that Rational Group does not currently operate—but it is planning to launch “casino-style games” under the Full Tilt brand in the future.
Cassava responded to the complaint that the general assertions “would not be taken literally by consumers,” adding: “The language used was so effusive and hyperbolic that consumers would understand that the claims were subjective puffery which represented 888casino’s opinion about their offerings, rather than objective statements.”
The ASA sided with Rational Group: “We considered that in that context, 'best’ claims which referenced the types of benefits conferred by those membership statuses were likely to be understood as objective claims which were capable of substantiation.”
Cassava is only required to remove the advertising, and was warned that it should “exercise caution” before using the term “best” in the future.
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This is an abridged version of an article previously published on pokerfuse PRO.
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