The Advertising Standards Authority (ASA) has ruled against a website called www.makelifeincome.com that is owned by tipster Paul Coleman and promotes an online casino betting system. Two of the upheld complaints were linked with unsubstantiated and misleading claims, while the third one was for irresponsible advertising of gambling activities.
One complainant reported that in April 2020 they saw some headlines, subheadings and text on the above-mentioned websites that suggested that the system promoted by the website could serve as a substitute for normal income and was not related to any risks. Furthermore, the complainant noted that some of the text displayed on the website suggested that the advertised system was unique and that it can only be used when it comes to remote casino games.
The ads promoting the gambling systems were challenged on several grounds. The individual, who filed the complaints, challenged whether the claims made in the ads suggested that the system would be successful and using it would guarantee a payment, asking if the claims were misleading and could be substantiated. The complainant also challenged whether the claims that the system was unique and would not be applicable in a traditional casino were misleading.
Furthermore, the ASA challenged whether the ad was in line with the rules requiring social responsibility because it implied that gambling could be alternative to regular employment and could be used as a way to achieve financial stability.
All Three Complaints Upheld by the ASA
Paul Coleman, the tipster, who owns the website, said that the advert was made in a way to make customers interested in the chance to earn money from roulette. He further noted that the ad’s objective was to highlight the experience regarding the use of a system that Coleman himself had developed. Mr Coleman explained that the majority of the feedback he has so far received from customers was that they had managed to earn money by using the system and following the rules presented by the system. He pledged to make sure that the web page where the advert has been featured is removed and the promoted system would no longer be offered to customers.
The Advertising Standards Authority reviewed the complaints and considered the ads in relation to the gambling advertising rules.
On the first ground, the ASA decided that the customers reading the ads would believe that users of the system were guaranteed to generate winnings with almost no financial risk. The regulatory body also shared that no evidence was provided by Paul Coleman to prove that any customers had successfully taken advantage of the advertised system and generated profits. On that point, the ASA ruled that the ad violated the CA Code rules 3.1 about misleading advertising, 3.7 about substantiation and 3.11 regarding exaggeration, respectively.
The second complaint was also upheld by the advertising regulatory body, as the ASA considered that customers would understand the claims that the system was unique in a way that a new method that had not been used in other gambling system was now offered by Paul Coleman. However, the complainant understood that the method offered by the tipster was identical to methods available from other sources, while Mr Coleman himself had not provided proof of how his system worked or evidence that the method was designed only for non-traditional casinos. The advertising watchdog ruled that on that point, the ad violated CAP Code rules 3.1 and 3.7.
The third ground for complaints was also upheld, as the regulator considered that the claims made in the ad could be interpreted by customers in a way that would make them think the gambling system offered by the website could be used as an alternative to regular employment. On that point, the ASA said that the ad breached CAP Code rules 16.1, 16.3 and 16.3.4 regarding gambling.
As a result, the watchdog ordered that the advert must not appear in its current form anymore. Apart from that, the ASA reminded Paul Coleman that they should provide proof to their claims regarding the profitability and success of any advertised gambling system.
- Author
Olivia Cole
