ASA reminds bingo operators of marketing responsibilities

The Advertising Standards Authority (ASA) has urged bingo brands to remember that their adverts and marketing material will be subject to the same regulatory code as gambling operators.

Issuing a warning to bingo providers on 24 June, the ASA said bingo would be treated as a betting product and will therefore need to comply with the “Gambling” section of the code.

This code states that ads must be socially responsible, and should not portray, condone or encourage gambling behaviour that could lead to financial, social or emotional harm.

The ASA said bingo advertising should never be portrayed as an escape. Citing an example, it recalled an ad for Rehab Bingo, which was banned by the regulator for suggesting that online bingo was a form of rehab that could be used to alleviate personal problems.

It also warned operators that bingo should never be showcased as a solution after an old Gala Bingo affiliate ad said: “William is over £130,000 in debt.” The ASA deemed the ad socially irresponsible as it suggested gambling could provide a solution to financial concerns.

Additionally, the ASA said bingo ads should never be directed at under-18s and that promotions should be labelled correctly in marketing material with the correct conditions.