Now Ladbrokes gets red carded for email cock-up

ladbrokes2What is it with bookies and their email campaigns? Just weeks after Coral Interactive was flayed for sending a marketing offer to customers who did not have a cat in hell’s chance of cashing it in, rival Ladbrokes has been caught doing exactly the same thing.
A promotional email for the firm, received in July, offered the recipient an extra £10 bet when they spent a tenner on any football wager. However, when the recipient discovered he was barred from the offer, due to the fact that he had a so-called “restricted account”, he rifled off a complaint to the Advertising Standards Authority, challenging whether the ad was misleading.
In response, Ladbrokes insisted that the complainant knew his stakes had been restricted because the firm had already informed him two days earlier.
It stated that after a customer was made ineligible, there could be a time lag of up to 72 hours for all systems to be updated with the relevant information. As the promotional email in question had been sent out within this period, the customer’s data had not yet been updated and the offer was sent to him in error.
In its ruling, the ASA noted that the promotional email was targeted directly to the complainant, addressed them by name and referred to “your exclusive Free Bet offer”, and that they would therefore have expected to be able to take advantage of the £10 free bet offer.
While ackowledging Ladbrokes’ explanation that the email had been sent in error, the fact remained that the ad would have caused unnecessary disappointment, and that Ladbrokes had not dealt fairly with the complainant.
Banning the ad, the watchdog warned Ladbrokes to ensure it they do not send promotional marketing materials to customers who are ineligible to take advantage of promotions.

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