When it comes to advertising bingo on TV there are a number of brands doing just that but each has the potential to come under scrutiny by the Advertising Standards Agency (ASA). The ASA is the body that ensures that all advertising is legal, decent, honest and truthful and they work to the BCAP (Broadcast Committee of Advertising Practice) Codes.
The most recent brand to have an adjudication from the ASA over their TV commercial is Robin Hood Bingo after one complaint was received. Luckily the complaint was not upheld and no further action is required by the brand which is likely to have come as a huge relief for the operators.
This is the advert in question:
There were two parts of the complaint received; the first was investigated under BCAP Codes 1.2 and 17.4.5 after the complainant suggested that the advert was “irresponsible and likely to appear to viewers under the age of 18”.
1.2 Advertisements must be prepared with a sense of responsibility to the audience and to society.
17.4.5 be likely to be of particular appeal to under-18s, especially by reflecting or being associated with youth culture
The ASA felt that due to the fact that the characters were dressed in medieval costumes and their behaviour and speech were from a different era that there was no connection with the youth of today. This section of the complaint was not upheld therefore requiring no further action from Robin Hood Bingo.
The second part of the complaint was investigated under BCAP code 17.4.6 as the complainant felt that the actresses who appeared in the commercial both appeared to be under the age of 25.
17.4.6 feature anyone who is, or seems to be, under 25 years old gambling or playing a significant role. No-one may behave in an adolescent, juvenile or loutish way.
The ASA found that the ages of both actresses at the time of filming were above the age of 25 and that whilst they behaved in a “girlish and coquettish manner” they did not feel that they appeared to be under the age of 25. This means that the complaint was not upheld and no further action is required by the brand.
By: Nickie Shute