In January of this year, Betfred Bingo was advertising their online bingo wares on the small screen. The advert was one that showed a number of different scenarios in which people were enjoying a game or two at the popular online bingo site.
There was a lady playing whilst she had a bath, a man partaking in a bit of bingo fun whilst preparing a meal and another lady who was happily participating whilst exercising.
Betfred Bingo Compliant – Why?
The one complaint that was received by the Advertising Standards Authority suggested that the scenarios used normalised gambling and therefore made the advert irresponsible.
Here’s the advert for those that haven’t seen it, what do you think?
ASA Disagrees With Betfred Bingo Complainant
As is the case with all complaints received by the ASA, an investigation was launched into the advert. Petfre (Gibraltar) Ltd, the company who own Betfred, was given the opportunity to respond and the ASA completed an assessment.
The findings of the assessment were that the two BCAP codes that the commercial was investigated for allegedly breaching, were in fact not breached at all.
portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm
portray gambling as indispensable or as taking priority in life; for example, over family, friends or professional or educational commitments
The ASA felt that although the characters in the commercial were seen to be playing bingo whilst carrying out everyday tasks, this was not instead of the task in hand, but as they were performing them.
The people gambling at Betfred Bingo were not doing so as a priority over the thing they were doing (i.e. bathing, cooking or exercising) but as part of it.
It was noted that during the scene with the man cooking, he did throw food in the air upon winning a game, and some might consider that it distracted him from the task in hand.
However, the ASA did not feel that this portrayed gambling as taking priority in his life.
A fair call by the ASA in our opinion. You can read the full ruling on the link below: