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However the ASA said the wording the ad, together with with EasyJet in orange text, which was similar to the EasyJet logo would lead consumers to think it was associated with the airline.
Similarly, Take That defended its websites and argued that they were not 'copycat' sites, and instead provided news, information and results about various lotteries, and were funded by affiliate marketing. Despite this the ASA said that consumers would not be aware of the difference and told Take That to ensure it did not imply its links directed consumers to the official EuroMillions site if that was not the case, and not to state or imply that its site was the official UK National Lottery site.

Last July five people were arrested after more than 5,700 people complained to the ASA and Citizens Advice about copycat government websites which scammed consumers into paying higher fees for documents such as passports and driving licences. British actor Benedict Cumberbatch arrives at the National Lottery Awards 2010 held at the Camden Roundhouse on September 4, 2010 in London, England. The annual awards are presented to community members and groups for their work in UK Lottery funded projects.

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