‘Beat the bookies’ mailer pulled up

It is every gambler’s dream to get the bookies over a barrel, but one mailshot which promised recipients just that has fallen at the first hurdle after being found to exaggerate its claims to keep punters on a winning streak.
The mailing, sent by bookies’ nemesis Paul Coleman trading as Confidential Publishing, enticed punters in with a recommendation for a “secret strategy” which stated: “If you’re anything like me then the ultimate bet is to beat the bookmaker!”.
It went on: “Whilst most punters eventually give up expecting great monthly profits from winners I have been enjoying profits month after month backing winners using a secret strategy. As I write I have personally enjoyed 15 consecutive profitable months by simply betting on selections of the strategy. I contacted Paul and started to proof the bets.”
The text, which would no doubt have had most gamblers licking their lips in anticipation of getting hold of this “secret system”, then claimed the scheme could net users up to £6,144.50.
However, one recipient was not so convinced and challenged the Advertising Standards Authority to investigate whether the claims regarding the success of the system and the results achieved were misleading and could be substantiated.
In response, Coleman claimed he had a number of satisfied clients using his services, and that his systems were designed to help the ordinary gambler improve their returns.
But this was not exactly proof of the pudding, according to the ASA, as Coleman could provide no evidence to demonstrate that any users of the system had been successful and achieved profits as a result of using it.
Banning the mailing from running again, the regulator told Coleman his company must hold evidence to support its claims about the success and profitability of its gambling system.
The bookies, however, are no doubt cracking open the champers.