Exaggeration and ‘apparent disregard’ sees ASA penalise Lucky Go Studio

Lucky Go Studio has been penalised by the Advertising Standards Authority after one complainant questioned whether an in-game ad was misleading due to exaggeration of the chances of winning prizes when using the app.

The issue in question came during an in-app video ad for the app Lucky Goal, seen 25 November 2019, which first showed the mobile phone screen of someone trying to order a pair of headphones on Amazon but who received a message which stated “Your credit card has been declined”. 

With on-screen text displaying “Lucky Goal – Funny every day” and “New chances to Win Every Day,” the ad moved on to show the user opening the Lucky Goal app, playing a game of roulette and winning $85. 

The ASA then stipulates that a quiz was then shown where two questions answered correctly resulted in the user winning $100. The user then won $54 on a scratch card. The ad ended with text which stated “LUCKY GOAL” and “PLAY. WIN. REDEEM” on-screen, underneath which were logos for Amazon and PayPal.

In its assessment the self-regulatory organisation stressed a concern at the lack of response from the gambling firm, which it asserted represented an “apparent disregard” for the CAP code.

Upholding the complaint, the ASA went on to explain: “We reminded them of their responsibility to respond promptly to our enquiries and told them to do so in future.

“We considered consumers would understand from the ad that users of the Lucky Goal app stood a reasonable chance of winning the sums of money featured in the ad and that they would be able to redeem any money they won. 

“However, we received no information from the advertiser demonstrating that users had won and redeemed the sums featured. In the absence of such evidence, we concluded that the claim had not been substantiated and was therefore misleading.”

The ad must not appear again in its current form, with Lucky Go Studio told to ensure that they do not exaggerate the chances of winning a prize when using the app.