On July 1, 2023, the Daily Mail published an advertisement for the People’s Postcode Lottery that has been deemed in violation of the Advertising Standards Authority (ASA) code of conduct. The ad, featuring a couple whose wedding plans were disrupted due to financial issues but were later able to proceed after winning a substantial prize from the lottery, raised concerns about the implication that participating in a lottery could resolve financial troubles.
The Ad Content:
The advertisement in question contained text detailing the couple’s situation: “We had to postpone the wedding when Craig lost his job,” and it further stated that their wedding plans were back on track after winning £62,500 ($77,320) through the People’s Postcode Lottery. The ad suggested that the couple’s financial concerns were alleviated by their lottery win.
ASA’s Concerns:
The ASA raised questions about whether the ad implied that participating in a lottery could serve as a solution to financial difficulties. The portrayal of the couple as stressed due to their inability to afford their wedding, coupled with the lottery win, led the ASA to believe that the ad conveyed the message that winning the People’s Postcode Lottery could address financial concerns. The fact that the couple continued to play the lottery after one of them had been made redundant further emphasized this suggestion.
Advertiser and Publisher Responses:
The People’s Postcode Lottery defended the ad, asserting that it did not breach advertising standards because it did not insinuate that the winners were financially struggling prior to their prize. They argued that the ad simply highlighted the benefits of winning a prize, which is permissible under the CAP Code. On the other hand, the Daily Mail contended that the ad did not imply that lottery participation guaranteed financial security.
ASA’s Verdict:
The ASA concluded that the ad indeed implied that participating in a lottery could resolve financial concerns, primarily due to the presentation of the couple’s situation and the subsequent lottery win. This suggestion was further reinforced by the couple’s continued participation in the People’s Postcode Lottery after one of them had lost their job. As a result, the ASA found the ad in breach of the code.
The ASA’s decision to deem the Daily Mail advertisement for the People’s Postcode Lottery as in violation of its code of conduct highlights the importance of responsible advertising, especially in the context of lotteries and gambling. The ruling underscores the need for ads to avoid implying that participating in such activities can offer solutions to financial difficulties, ensuring that consumers are not misled by marketing messages.