ASA Rules Online Bingo Ad In Breach of Advertising Standards

The Advertising Standards Authority has banned an ad by a bingo company, ruling that it “portray[s] and condon[es] gambling behaviour that [is] socially irresponsible and could lead to financial, social or emotional harm.” The William Hill company’s ad shows a woman whisking her husband out the door to work using subterfuge in order to rush to her company so she can play online bingo. Several consumers complained to the ASA about the ad.  The company responded that “the ad was a humorous look at the everyday scenario of a woman wanting to get on with her day once her husband had left the house, punctuated by taking a break to play bingo. They argued that the woman only moved the clock forward by a few minutes because her husband was taking his time and she wanted to get on with her day. They believed the womans behaviour was light-hearted and did not portray, condone or encourage socially irresponsible behaviour or behaviour that could lead to financial, social or emotional harm. They argued that the fact the woman was looking forward to playing online bingo when her husband had finished his breakfast was not a depiction of a person for whom gambling was indispensible or whose priorities should be elsewhere. They also believed the ad did not suggest that solitary gambling was preferable to social gambling.”

The ASA ruled that “The ad breached CAP (Broadcast) TV Advertising Standards Code rules 11.10.1(a) and 11.10.1(d) (Gambling). We also investigated the ad under CAP (Broadcast) TV Advertising Standards Code rule 11.10.1(j) (Gambling) but did not find it in breach.

Read the entire adjudication here.