ASA Tells Online Bingo Operators To Advertise Responsibly

ASA Tells Online Bingo Operators To Advertise Responsibly

Lillie Mcguire
Posted on July 02, 2021 at 12:07pm

The Advertising Standards Authority (ASA) has issued a warning telling online Bingo operators to advertise responsibly. The authority stressed that Bingo ads must be held to the same standards and warnings as all other ads relating to any kind of gambling.

According to advertising codes, all global and Canadian Bingo ads in their jurisdiction should be regulated under the gambling section of advertising. This states that adverts should not portray, condone nor encourage any of the behaviours associated with gambling as these all have the potential to lead to social, emotional and financial harm.

Children’s Exposure On The Decline

According to a recent report by the ASA, the exposure that children have had to gambling-related ads has been on the decline since 2013. This positive action over the course of the past eight years is largely contributed to the authority, it’s rules and the power that it has.

Another guideline implemented by the ASA says that any ads should avoid portraying gambling as a form of escape from regular life, or as a long-standing solution to any financial problems that players might be experiencing. Furthermore, the ASA has determined that best practice is to fully disclose any terms and conditions from any kind of online Bingo or gambling promotion within the ad itself.

Examples Of Irresponsible Gambling

In its warning to gambling firms about responsible advertising, the ASA was able to cite a number of different examples of what irresponsible online Bingo advertising looks like. This included a Gala Bingo affiliate that claimed that a player had won a Gala jackpot. The ad then went on to suggest that the jackpot helped the player get out of debt. This put gambling in a light that suggested that it could help solve financial problems – something which the ASA strongly advises against.

Furthermore, according to the ASA, these codes also specifically state that any and all gambling-related adverts should not be aimed near anyone who is under the age of 18. Again, the authority had an example to refer to. The ASA referenced a Betfair ad featuring a Looney Tunes Bingo product and dubbed it problematic. However, it must be noted that the ASA also recently classified an advert for a Goonies-themed online slot as acceptable, as it stressed that the game did not directly appeal to children.

The main concern of the ASA is that adverts promote unhealthy behaviours, particularly in young people. The association noted that all ads for Canadian Bingo promotions must be honest and fair and must make any wagering requirements clear.

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