The advertisements were first aired in January and February 2010 and conveyed the scenario that we all dream about...the feeling of euphoria when you realise that you have just won a bingo game that will pave the way for you to potentially win a 5 million jackpot!
 

Players were encouraged to play bingo games in order to acquire as many golden tickets as possible. The more golden tickets players earned, the higher the chance that they would be entered in to play the ‘massive 5 Million Jackpot’ game. The problem with this advert and the subsequent adverts that followed was that it failed to highlight to players that the chances of actually winning this jackpot would be about the same and finding Brad Pitt or Angelina Jolie (for the guys) sprawled out on the kitchen table completely naked......not an impossibility but highly unlikely!

Players would need to match all of the first 24 bingo numbers called in order to win, a pretty big ask even for those experienced players.
One viewer felt that the advertisement could be regarded as misleading to potential players and made a complaint to the Advertising Standard Agency.

The owners of 888 Ladies, Cassava Enterprises, maintained that the adverts aired were not exaggerated and whilst the chances of winning the full jackpot were small, it was still achievable. They further commented that the main aims of the adverts were focused on the Golden ticket promotional offer rather than the 5 million jackpot game and that at no time had a guaranteed jackpot amount been specified. 888 Ladies felt that the language used in their promotions was similar to that of the National lottery and had not breached any broadcasting regulations.

After further investigations, ASA ruled that Cassava Enterprises had exaggerated their advertisements in order to entice and encourage players to participate. ASA further commented that the Adverts aired were significantly different of those used by the National Lottery as there were clear differences between the ways the potential prizes were structured.

As a consequence of the ruling, Cassava Enterprises were banned from using the advert.