Betfred BOG available only if you lose!

Have you ever gone to a Supermarket and having taken advantage of their special offer, been told at the checkout 'I'm sorry this offer isn't available to you'?

Have you ever gone to a store holding a sale only to be told that 'I'm sorry this offer isn't available to you'?

Both scenarios are extremely unlikely but it begs the question how can the Bookmaking industry implement such a policy.

Here is an email received from Betfred yesterday afternoon:

Hi Mark,

Following a review of your account we are no longer able to offer you the concession of "best odds guaranteed" on any business conducted on your account, from Monday 19th August 2013. 

We assure you that this decision has been taken after careful consideration and does not affect your ability to bet in any other way across our Sportsbook and other products.

If you have any further queries please feel free to contact us by one of the following methods. 

Kind regards, 

I have no doubt that this is due to my success in taking advantage of this concession and without it, the use of my Betfred account would border on extremely infrequent to never. I am also not so naive as to not pre-empted this eventuality with all my BOG Bookmaker accounts.

As a matter of principal I will take this further but I am prepared to be shocked when discussing this with 'Trading Standards' today on how Betfred can discriminate in this way while still advertising themselves as a 'Best Offer Guarantee' bookmaker!