In a recent development, the Advertising Standards Authority (ASA) upheld a complaint regarding an animated Halloween-themed promotion posted on Buzz Bingo’s Facebook page on October 20, 2023. The ad, featuring a spooky scene with pumpkins, bats, and a graveyard, announced the “MONSTER MONDAYS” promotion with a chance to win £50,000 ($63,000) every Monday in October. The complaint raised concerns about potential appeal to children, leading to a detailed investigation by the ASA.
Content of the Halloween-themed Promotion:
The Facebook post showcased animated Halloween imagery, including a full moon, pumpkin heads, bats, spiders, and a graveyard. The accompanying text promoted the “MONSTER MONDAYS” offer, emphasizing a £50,000 prize pool to be won every Monday in October. The visual elements and use of the term “monster” were at the center of the complaint, alleging a breach of the ASA’s advertising code.
Initial Response from Buzz Group:
Buzz Group, the parent company of Buzz Bingo, responded to the complaint by clarifying that the ad was restricted to Facebook users aged 18 and above. The company explained that the promotion was part of a targeted campaign aimed specifically at users aged 25 with a confirmed interest in bingo. Buzz Group relied on Facebook’s platform to ensure the ad reached the intended audience while minimizing exposure to young people.
Buzz Bingo’s Actions in Response:
Despite defending their targeted approach, Buzz Bingo acknowledged the potential appeal to children and promptly removed the ad upon receiving the complaint. Additionally, the company committed to making changes to its internal marketing approval procedures to prevent similar occurrences in the future. These actions were taken in an effort to address the concerns raised by the complainant and demonstrate a commitment to responsible advertising.
ASA’s Assessment and Ruling:
The ASA conducted a thorough assessment, considering the strong appeal of Halloween to children and the cartoonish nature of the imagery resembling children’s cartoons and storybooks. The use of the term “monster” was also deemed likely to attract children. Despite Buzz Bingo’s responsive measures, the ASA concluded that the ad was irresponsible and in breach of the advertising code, specifically prohibiting marketing communications for gambling products with strong appeal to children or young persons.
Implications of the Ruling:
As a result of the ASA’s ruling, the Halloween-themed promotion has been prohibited from appearing again. The regulatory body also advised Buzz Group against incorporating themes or imagery with strong appeal to those under 18 in its future advertisements. This decision highlights the importance of vigilance in advertising content, especially in the context of online platforms where targeting measures must align with responsible advertising standards.
The ASA’s ruling on Buzz Bingo’s Halloween promotion serves as a reminder of the regulatory scrutiny surrounding advertising content, particularly in the gambling industry. While Buzz Bingo took swift actions in response to the complaint, the ASA’s assessment emphasized the need for careful consideration of imagery and terminology to prevent inadvertent appeals to underage audiences. This case underscores the ongoing importance of maintaining responsible advertising practices in the evolving landscape of digital promotions.