Key Takeaways
- ASA upholds complaints that 888’s “best” claim of its VIP program is misleading and unsubstantiated.
- The complaint was brought by Rational Group.
- The claim was against 888’s casino, a market sector that Rational Group does not currently operate—but it is planning to launch a “casino-style games” under the Full Tilt brand in the future.
- 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.”
888’s web banners claiming its casino VIP program was the “best around” and had the “best promotions anywhere” were misleading and unsubstantiated, The UK Advertising Standards Agency (ASA) has ruled.
The complaint was brought by Rational Group, parent company of leading poker rooms PokerStars and Full Tilt Poker.
