It is based on a mathematical equilibrium theory devised by a French mathematician of the same name. Like the martingale, this system is mainly applied to the even-money outside bets, and is favored by players who want to keep the amount of their bets and losses to a minimum. The betting progression is very simple: After each loss, you add one unit to the next bet, and after each win, one unit is deducted from the next bet. Starting with an initial bet of, say, 1 unit, a loss would raise the next bet to 2 units. If this is followed by a win, the next bet would be 1 units. This betting system relies on the gambler's fallacy—that the player is more likely to lose following a win, and more likely to win following a loss. There are numerous other betting systems that rely on this fallacy, or that attempt to follow 'streaks' (looking for patterns in randomness), varying bet size accordingly. Many betting systems are sold online and purport to enable the player to 'beat' the odds. One such system was advertised by Jason Gillon of Rotherham, UK, who claimed you could 'earn £200 daily' by following his betting system, described as a 'loophole'. As the system was advertised in the UK press, it was subject to Advertising Standards Authority regulation, and following a complaint, it was ruled by the ASA that Mr. Gillon had failed to support his claims you could earn £200 daily, and that he had failed to show that there was any loophole.