Camelot warned over scratchcard ad

The Game Store symbol on a scratchcard

National Lottery operator Camelot has been warned by the Advertising Standards Authority (ASA) over a scratchcard advertisement that was placed near a school entrance.

The advertisement featured a picture of a rainbow scratch card and text that referred to a top prize of £50,000 with seven chances to win for £2.

In reaching its findings, the ASA reiterated that the existing code of practice in the UK advertising industry required that any lottery marketing should not be targeted at those under 16.

The ASA said that it was concerned by the proximity of the advertisement to the school in question and considered that the audience for the advertisement would be skewed towards under-16s. As a result, the authority ruled that it had been directed at children and was in breach of the code. 

Database failure

In its response to the ruling, Camelot stated that it had a policy of ensuring that National Lottery marketing material was not placed within a 100 metres radius of any school. They went on to state that the advertisement had been situated using a database that was designed to identify potential locations that were near to schools, but that the database had failed on this occasion.

Camelot also said that in addition to removing the advertisement, they had also taken action to prevent this happening again by using a different database tool which relied on geographical school boundaries, rather than postcode data, to ensure their policy was not breached again.

The ASA stated that they had warned Camelot UK not to place the advertisement near a school again, and to ensure that none of their marketing material was directed at children.

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