Controversy arises over Buzz Bingo’s Halloween-themed advert.
UK’s ASA flags the advert for potentially appealing to children.
Understand the balance between creative advertising and responsible marketing.
Explore the ASA’s ruling and its implications for advertising standards.
ASA’s Ruling Against Buzz Bingo’s Advert
The UK Advertising Standards Authority (ASA) has taken a stand against Buzz Bingo regarding a Halloween-themed advert on Facebook.
Complaint Leads to ASA Review
Following an October complaint, the ASA reviewed an animation featuring Halloween motifs, including pumpkin heads, bats, and a spider.
Concerns Over Child Appeal
The advert, with cartoon-like imagery and a slime-style font, raised concerns about its potential appeal to children.
Buzz Bingo’s Defense
Buzz Bingo argued the Facebook ad targeted over 25s with an interest in bingo, stating its page was restricted to users over 18.
ASA’s Stance on Child-Appealing Content
The ASA, referencing the CAP Code, emphasized that advertisements should not strongly appeal to children, noting animated content as a key factor.
Halloween Imagery’s Child-Like Connotations
The ASA observed that the ad’s Halloween themes and the word “monster” echoed the style of children’s cartoons and storybooks.
Facebook’s Age Verification Limitations
The ASA expressed doubts about Facebook’s ability to guarantee an adult-only audience due to reliance on self-reported ages.
Mandatory Changes for Buzz Bingo
The ASA instructed Buzz Bingo to ensure future adverts don’t strongly appeal to under 18s and barred the advert in its current form.
Similar ASA Rulings
In a related case, the ASA found BetFred’s Twitter posts featuring boxer Anthony Joshua breached rules against celebrity appeal to minors. BetFred had argued that Joshua’s following did not predominantly consist of under-18s.
Conclusion: A Reminder for Responsible Advertising
The ASA’s decision serves as a reminder for companies to carefully consider the imagery and themes used in their adverts, ensuring compliance with regulations designed to protect children from inappropriate marketing influences.