案例库 · 广告与公关 · 市场决策 · 2026
这条还没译成中文，下面是英文原文。
bwin called its bets 'risk-free' — one customer's DKK 15 payout proved they weren't
bwin marketed bets as 'risk-free' for two years. A customer who lost DKK 1,000 and won it back got paid DKK 15 — a court fined Entain €67,000.
Entain · bwin
怎么回事
Between October 2020 and December 2022, Entain's Danish subsidiary ElectraWorks Limited — operator of betting site bwin.dk — ran promotions offering 'Risk-free play up to DKK 1,000' and 'Risk-free play up to DKK 500'. A customer who bet DKK 1,000, lost, and received a free-bet token of equal value then won that free bet — and was paid out just DKK 15 in winnings, not the DKK 1,000 he understood himself to be risk-free on.
The customer complained, and Denmark's Consumer Ombudsman referred the case to police in May 2024. The Copenhagen City Court found the campaign misleading: a free-bet token that only pays out the net difference on a win, rather than the full stake, does not make the original bet risk-free. Consumer Ombudsman Torben Jensen said it was 'undoubtedly misleading to market itself as a game being risk-free if it is not in fact the case that the consumer does not risk losing money.'
ElectraWorks pleaded guilty. The court initially set the fine at DKK 1 million, citing the campaign's multi-year run and its targeting of young people and new customers, then halved it to DKK 500,000 (€67,000) over delays in processing the case — calculated as double what the company said it had spent on the campaign's marketing.
为什么会这样
- 'Risk-free' described the marketing mechanic, not the customer's actual exposure: a free-bet token that pays out only net winnings still lets a customer lose real money on the underlying stake.
- A claim this literal invites a literal test — one customer's DKK 1,000 loss and DKK 15 payout was concrete enough for a court to rule on without needing expert analysis of the wording.
- Running the same claim for over two years, aimed partly at new and young customers, turned one misleading phrase into a sustained pattern a regulator could size a fine against.
教训
bwin's 'risk-free' bets paid out DKK 15 on a DKK 1,000 loss — the free-bet token covered the mechanic, not the money. A literal claim invited a literal test, and one customer's numbers won it.
资料来源
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