BB's 'golden ticket lottery' breached rules - watchdog
The Big Brother draw to select a new housemate breached prize promotion rules, the industry watchdog said today.
Nestle, Channel 4 and Endemol failed to have an independent observer present when a winning number was picked, the Advertising Standards Authority (ASA) found.
Its investigation followed complaints from 11 viewers about the way model Susie Verrico won her place in the house.
The “golden ticket” promotion involved 100 tickets being hidden inside KitKat bars.
A live lottery-style draw was then broadcast in which one ticketholder’s number was picked.
Some viewers thought the draw was rigged and 43-year-old Susie had been pre-selected as winner.
The ASA today rapped Nestle, Channel 4 and Endemol for failing to ensure an independent observer was present immediately before and during the live draw.
“We investigated whether the promotion was conducted under the supervision of an independent observer. On this point, the promotion breached the Committee of Advertising Practice Code clause 35.7 (prize promotions),” the watchdog ruled.
It told the competition’s promoters to ensure competitions complied with the code in future.
The ASA rejected complaints from viewers who thought the ball numbers were rigged.
An independent observer had signed a check-sheet proving that 34 numbered balls had entered the draw.
Slow-motion footage showed the winning ball was “undoubtedly” Susie Verrico’s winning number 14, the ASA found.
In a joint response Nestle, Channel 4 and Endemol said an observer was not present during the draw because Big Brother rules prevented outsiders coming into contact with housemates.
They said the draw was carried out in the presence of 10 housemates under continuous monitoring by a production team while watched live by five million viewers.
The advertising code covers prize draws and prize promotions, which is why the ASA got involved.
A Channel 4 spokesperson said: “We welcome the ASA findings which show the Golden Ticket draw was conducted in accordance with the laws of chance and puts an end to the fix allegations surrounding the promotion.”
Nestle said in a statement: “The ASA adjudication confirms that the Big Brother Golden Housemate draw was made fairly.
“Given the overwhelming weight of evidence, Nestle fully expected that the ASA would conclude the draw was not fixed.
“The point raised by the ASA concerned whether the independent adjudicator should have remained in the Big Brother house while the draw took place.
“As no members of the public are permitted to enter the Big Brother House, this would have been against the spirit of the show. The ASA adjudication has concluded that the draw was not fixed.”
