Lotto TV ad cleared of misleading viewers
A TV advert for Lotto produced by Abbott mead Vickers BBDO on behalf of Camelot has been cleared of misleading viewers with claims of a rollover ‘£7m jackpot’.
One viewer complained to the Advertising Standards Authority concerned that the claim was misleading, as onscreen text qualified this statement to point out that it was an ‘estimated jackpot’.
In their response Camelot stated that it was ‘well understood’ that Lotto did not have a guaranteed fixed jackpot owing to fluctuations in sales and winners, adding that the actual prize in this instance was £7.96m.
In their response the ASA stated: “We considered that the average consumer was likely to be aware that the Lotto jackpot depended on the number of people who purchased tickets and was therefore not a fixed amount. We did not consider that the qualification "Estimated jackpot" contradicted the claim "£7million jackpot", and considered that it was sufficient to display the qualification in on-screen text. We therefore concluded that the ad did not breach the Code.”