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The UK Advertising Standards Authority (ASA) has banned a gambling ad from Coral.

The complaint against Coral is related to a social media post which the company used to promote betting on the Cheltenham Festival horse racing meet. The social media post was with the caption “Have Another Go,” which showed a punter’s disappointment turn to a smile after receiving a free bet.

The company posted the video on Twitter with the text: “We’re as passionate about the bet as you are. So, get your stake back as a free bet if your horse fails to finish.” It also broadcast a similar ad on television. The complaint argued that the ad encouraged players to make repeat bets.

Coral said that the promotion was a “form of insurance” on a bet that is common in the industry and was not designed to encourage repetitive play.

It said the tweet had “aimed to highlight the prize of the promotion, while keeping within a certain character count and without encouraging socially irresponsible behaviour,” and said it would not use the ad or the “Have Another Go” tagline again.

The ASA ruled the commercial broke the UK Code of Non-broadcast Advertising and Direct and Promotional Marketing (CAP), which states that advertisements must not “portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm.”

It said: “We considered that the claim ‘Have another go,’ together with the video ad which featured a man whose mood was instantly lifted following a free bet back, gave the impression that the decision to gamble had been taken lightly and was therefore likely to encourage some consumers to take up the offer repetitively.”

Coral was told it must not use the ad again in its current form and must avoid presenting promotions in ways that were likely to encourage repetitive gambling.