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ARTICLE · 10 NOVEMBER 2025

Small Print Won't Save You: Get Your Headlines Right

Lewis Silkin
Lewis Silkin
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Lewis Silkin

Lewis Silkin

Joint managing partners: Jo Farmer, Richard Miskella International offices: Dublin, Hong Kong...

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The ASA has recently issued a ruling that emphasises that detailed terms and conditions will not get you out of trouble if your headlines are wrong.

United KingdomMedia, Telecoms, IT, Entertainment
Alex Meloy
Alex Meloy
Helen Hart
Helen Hart
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The ASA has recently issued a ruling that emphasises that detailed terms and conditions will not get you out of trouble if your headlines are wrong.

A gambling operator ran an in‑app banner promoting a "Marble Race Live" offer. The headline stated: "Enjoy £40 on us! When you opt in and stake £20." The small print immediately beneath stated: "Min. £40 stake on Marble Race Live."

The complainant challenged whether the headline claim was misleading, because they understood that a minimum stake of £40 was required.

The promoter explained that the £20 figure was introduced by a typographical error during a manual edit while resizing the creative. The error affected a single placement, shown in-app to a targeted group for a short time. Users who clicked through saw the full and accurate terms before opting in.

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