The Advertising Standards Authority (ASA) has issued a warning to bingo operator Mecca Bingo in relation to an Instagram post that breached the advertising code.
According to the ASA’s investigation, the post featured two images of celebrity drag queen Baga Chipz. One image showed the celebrity in plain clothes and not smiling while the next image showed them in full makeup, glamorous clothing and jewelry with a happy expression as they drank champagne. The images were accompanied by the text “Before playing Mecca Bingo vs after playing Mecca Bingo”.
The ASA received a complaint that the images suggested that gambling could improve a person’s self esteem and self image. The complaint alleged that this was an irresponsible attempt to market gambling products and services.
Mecca Response
In response to the complaint Mecca stated that the purpose of the ad was to convey that its services were fun and entertaining. It also stated that the use of the “before and after” metaphor and the reference to having a “post bingo glow” reflected how a person may feel after a night at Mecca Bingo.
ASA Ruling
However, the ASA ruled that Mecca’s ad breached the code as it clearly implied that an individual would achieve a higher self-image by playing bingo through the use of contrasting images. This suggests that gambling can improve a person’s self image and was irresponsible marketing.
The ASA issued a warning to Mecca Bingo about its future marketing efforts and ordered that the ad does not appear again.
Image credit: Kake / CC BY NC-SA 2.0
Ciaran McEneaney Gambling industry analyst with over a decade of experience working with some of the biggest names in the sports-betting, gambling, poker & casino industry.
John Sommers is a distinguished figure in the world of gambling expertise, known for his deep knowledge and insightful analysis of the gaming industry. As a seasoned author, he has contributed extensively to the reputable gambling news site, TwinCasinos, focusing on providing valuable insights to English-speaking gamblers worldwide.
With a career spanning over a decade, John has honed his expertise in various aspects of gambling, from strategic gameplay to industry trends and regulatory developments. His articles are revered for their blend of comprehensive research, astute observations, and a knack for demystifying complex concepts for both novice and seasoned players.
Beyond his writing prowess, John has established himself as a trusted authority, often sought after for his expert commentary on the ever-evolving landscape of the casino and betting industry. His passion for responsible gambling and commitment to ensuring players make informed choices are evident in his work, making him a beacon of integrity in an industry that demands such values.
Whether you’re a casual gambler or a dedicated enthusiast, John Sommers’ contributions to TwinCasinos promise to be an invaluable resource for navigating the dynamic world of gambling.
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Author: John Sommers
John Sommers is a distinguished figure in the world of gambling expertise, known for his deep knowledge and insightful analysis of the gaming industry. As a seasoned author, he has contributed extensively to the reputable gambling news site, TwinCasinos, focusing on providing valuable insights to English-speaking gamblers worldwide. With a career spanning over a decade, John has honed his expertise in various aspects of gambling, from strategic gameplay to industry trends and regulatory developments. His articles are revered for their blend of comprehensive research, astute observations, and a knack for demystifying complex concepts for both novice and seasoned players. Beyond his writing prowess, John has established himself as a trusted authority, often sought after for his expert commentary on the ever-evolving landscape of the casino and betting industry. His passion for responsible gambling and commitment to ensuring players make informed choices are evident in his work, making him a beacon of integrity in an industry that demands such values. Whether you’re a casual gambler or a dedicated enthusiast, John Sommers’ contributions to TwinCasinos promise to be an invaluable resource for navigating the dynamic world of gambling.
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