The UK’s Advertising Standards Authority has reprimanded LottoGo.com for producing a misleading ad.
Large text at the top of a page advertising entry to the Mega Millions lottery in the US stated “Mega Millions £256 million” and text further down the page, under the heading “How to win the Mega Millions Jackpot”, stated: “Mega Millions has an opening jackpot of $15 million with no cap. It makes the world’s biggest lottery winners!”
A complainant – while understanding the prize amounts were subject to US taxes and other deductions – challenged whether the ad was misleading, with the ASA claiming it did not make clear that the website was offering the chance to bet on the outcome of the lottery, rather than participate in it.
LottoGo.com said that they did not believe it was misleading to advertise prize amounts pre-tax and that the website made clear to customers they were betting on the outcome of lotteries rather than entering them.
The ASA ruled that the ad must not appear again in its current form, stipulating that LottoGo.com must make clear the extent of possible deductions and that the offer is to bet on the outcome of a lottery rather than to participate in it.
