This week the UK Advertising Standards Authority censured betting firm Eaton Gate Gaming Ltd, which operates the app Kwiff, for offering fake odds to customers.
The regulator issued their opinion on the mobile app company, opining that they feel the fake odds were contingent on Kwiff being able to randomly "boost" odds of up to 2,000x or more. This was done on various sporting events, which were advertised on television or through other means. The campaigns drew the ire of punters, with one complaining that the company's ad showed that odds of 11/8 boosted to 80/1 for Paris Saint Germain to beat Celtic were fraudulent, as the company never had the 11/8 odds available.
Kwiff claimed that the advertisement revolved around a claim that a punter had put a £5 bet down for PSG to win and one or no team scores, while also claiming that the ad was a simplified version of the bet.
The ASA disagreed, saying that customers were likely to read the spot "to mean that those particular odds had been genuinely available to consumers for bets on PSG beating Celtic" without the additional qualification of "only one or no team scores."
Kwik has pulled the ad, and the ASA has dictated that the ad cannot appear in the same context at any point in the future. It's believed that the company will shift their ad practices moving forward.