he online promotion, sent to those with an online account to play the lottery, included the message: "The more you play the more likely you are to win." It added: "Give yourself even more of a chance by playing multiple lines at once and playing for the Saturday and Wednesday draws."
The Advertising Standards Authority upheld a complaint that Camelot encouraged excessive gambling although it rejected the suggesting it implied gambling was 'indispensable.' The Lotto owners said it was simply trying to get its customers to play the game online with a light-hearted email listing various excuses they could use not to take part.
In its defence to the ASA, Camelot said: "The ad was designed to stress some of the advantages of playing the Lottery interactively and mentioned features like automated ticket checking, advance play and win notifications. "It did not encourage excessive play but provided information that helped recipients decide if they wanted to play Lottery games interactively."