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17 Apr 13
22:58
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by John Reynolds, 17 April 2013,
http://www.marketingmagazine.co.uk
Betfair has been banned from running a TV ad after the advertising watchdog ruled it made misleading claims about its betting odds.
The ad, created by Big Al’s Creative Emporium, began with on-screen text and a voiceover that said "Is your bookie giving you value?"
The voiceover continued: "On all Channel 4 live races in September, Betfair were better priced than William Hill 30 minutes before the start of each race on 506 of the 640 runners. Better than Paddy Power on 549, and better than Betfred on 543. Now that’s value. Before you bet today, check the prices on Betfair."
The text that appeared at the bottom of the screen throughout the ad stated: "Exchange prices only. 5% commission has been deducted from Betfair prices. Other charges may apply. For verification see betchecker.betfair.com".
This ad was challenged about whether the claim was misleading, as the complainant understood that the three bookmakers offered a "Best Odds Guarantee", which meant their customers would receive whichever was better, the price when they placed their bet, or the starting price.
In its defence, Betfair said the comparisons in the ad was of the best price that all customers would definitely be offered by them and the three other bookmakers online, 30 minutes before the start of each race, and was therefore an objective comparison to identical products.
Betfair admitted that it would not have produced a comparison on prices 10 or 15 minutes before the races started, as around 10 to 15 minutes before the start of all horse races, all the prices converged and prices moved in unison.
In its ruling, the Advertising Standard Authority noted the ad clearly stated the comparison was made 30 minutes before each race began and, furthermore, the website to which viewers were directed provided verification of the data used in the comparison, which took Betfair’s 5% commission charge into account.
However, the ASA ruled that the TV ad and the website should be banned, as the prices Betfair quoted were of limited relevance in relation to other bookmakers, which could pay out at better odds than those used in the comparison
http://www.marketingmagazine.co.uk
Betfair has been banned from running a TV ad after the advertising watchdog ruled it made misleading claims about its betting odds.
The ad, created by Big Al’s Creative Emporium, began with on-screen text and a voiceover that said "Is your bookie giving you value?"
The voiceover continued: "On all Channel 4 live races in September, Betfair were better priced than William Hill 30 minutes before the start of each race on 506 of the 640 runners. Better than Paddy Power on 549, and better than Betfred on 543. Now that’s value. Before you bet today, check the prices on Betfair."
The text that appeared at the bottom of the screen throughout the ad stated: "Exchange prices only. 5% commission has been deducted from Betfair prices. Other charges may apply. For verification see betchecker.betfair.com".
This ad was challenged about whether the claim was misleading, as the complainant understood that the three bookmakers offered a "Best Odds Guarantee", which meant their customers would receive whichever was better, the price when they placed their bet, or the starting price.
In its defence, Betfair said the comparisons in the ad was of the best price that all customers would definitely be offered by them and the three other bookmakers online, 30 minutes before the start of each race, and was therefore an objective comparison to identical products.
Betfair admitted that it would not have produced a comparison on prices 10 or 15 minutes before the races started, as around 10 to 15 minutes before the start of all horse races, all the prices converged and prices moved in unison.
In its ruling, the Advertising Standard Authority noted the ad clearly stated the comparison was made 30 minutes before each race began and, furthermore, the website to which viewers were directed provided verification of the data used in the comparison, which took Betfair’s 5% commission charge into account.
However, the ASA ruled that the TV ad and the website should be banned, as the prices Betfair quoted were of limited relevance in relation to other bookmakers, which could pay out at better odds than those used in the comparison
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Replies: 21
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A misleading bookmaker advert, well I never.
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Tbf to Betfair I hope they look at certain other bookies adverts.
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Oh the shame
 how can i tell anyone i'm a betfair customer now they will point at me and say 'Keep away from me scabie face banned from the TV' |
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Keep backing those winners and we will keep giving you free bets!
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Good to see Betfair are really getting into the spirit of this whole being just like the other bookmakers thing
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Betfair needs to stop falling fowl to the same legal arguments that a judge can and cant work out with his/her limited
understanding of odds when facts are delivered from both sides of the court. IF BETFAIR HAD PROMOTED THE MASSIVE HIGHEST IN RUNNING PRICES THAT NO BOOKMAKER CAN OFFER ON HORSE RACING IT WOULD NEVER OF HAD TO GO TO COURT AND WOULD OF MADE THE BIGGEST PROMOTION POSSIBLE. |
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The average highest in-running price in all horse races will be much greater than anything a bookie could
ever dream of offering... |
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I suspect that fewer than 5% of punters that use a bookie even know you can back a horse all the way to the wire on
an exchange and the bookies fear this knowledge the most! |
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make an advert like this and you would make a big impact with most punters as they hate being refused a bet ot having
winning bets cancelled by greedy layers at the off-time. "Cant get you bet on in time at your bookmakers in time or had winning bets cancelled, well at betfair you can place your bet quickly and at any-time up the the finish line, and on average the highest in running price of a winner is X percent greater than your bookies odds" you have a great product Betrfair but at least let every one know as the grapevine wont get to most punters |
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Even a thirty second advert that gave 2 examples of a punter in a shop waiting in a queue failing to get
a bet on which is the biggest constant nightmare for shop punters and a chap watching a race on TV and betting in the middle of the race with a quick press of his smart phone would have the High street shops in tears! |
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queues of punter in shops trying to get on , now there's a thought
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More utter garbage from BFF (the man who actually does not bet on BF yet is apparently an expert on all matters on here).
A quick glance at his Pink Panther thread will show you that he is a "guesser" of Titanic proportions. BTW,he is MINUS 77.94 points (mythical in his case)in just over a month. I can here you all saying,"where do I sign". |
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bf fantasist
"falling fowl" Yes those massive queues in betting shops are a nightmare.  Presumably you haven't set foot in one in the last 10 years. ydc |
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BFF,"I suspect that fewer than 5% of punters that use a bookie even know you can back a horse all the way to the wire on an exchange and the bookies fear this knowledge the most".
Really? Feel free to post the evidence to back up this latest "gem" from your fevered imagination. |
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^^^ airborne
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Getting back to the OP,BF have "previous" with Misleading Adverts.
Who could forget their,"Cut out the Middleman" which they were forced to withdraw. |
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Betfair must be taking the same stance as 365. Despite the ruling, the betchecker site is still up and running ... same as 365 ignored their ruling.
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For once I actually agree with bff - if Betfair promoted in-running they would get so many more customers.
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MISLEADING WELL I NEVER,THEY WILL HAVE TO GO SOME TO BEAT THE "CUT OUT THE MIDDLEMAN AD"WALOFB
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Bilbo,
How long do you think that BF would keep those new punters who actually made some money after mugging them with Premium Charge (a strangely mythical term never,ever uttered in any adverts)? |
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I thought it was individual layers quoting prices not Betfair themselves
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