The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), recently criticized Buzz Bingo for a Halloween campaign deemed inappropriate. The advertisement, displayed on Facebook, presented a cartoon-like graveyard setting complete with typical spooky elements: a luminous full moon, illuminated pumpkins, nocturnal bats, dusty cobwebs, and even a solitary gravestone. It promoted a “Monster Monday” contest throughout October, offering a weekly prize of £50,000.
A complaint arose, suggesting the animated visuals might attract children and were unsuitable for a gaming enterprise. Buzz Bingo argued the advertisement targeted adults, particularly those over 25 who had expressed interest in bingo. They depended on Facebook’s audience selection mechanisms to reach the intended demographic and minimize any possibility of children encountering it.
Although Buzz Bingo recognized the advertisement’s potential allure to youngsters and removed it, the ASA supported the complainant. They believed the Halloween motif was excessively appealing to children, and the cartoon aesthetic too closely resembled illustrations found in children’s literature and graphic novels. Buzz Bingo has consented to reassess its advertisement approval procedures moving forward.
The Advertising Standards Authority (ASA) found the inclusion of the term “monster” in a Buzz Bingo advertisement to be inappropriate, citing its potential allure to young audiences. Despite Buzz Bingo’s attempts to mitigate these apprehensions, the ASA concluded that the advertisement breached guidelines prohibiting the promotion of gambling services in a manner enticing to children and adolescents. Consequently, Buzz Bingo is barred from further dissemination of this advertisement and has received a caution from the ASA to refrain from employing themes and visuals that might resonate with individuals below the age of 18 in its promotional materials.
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