The United Kingdom’s Advertising Standards Authority (ASA) took action against a Halloween campaign by Buzz Bingo, stating it infringed upon regulations and leading to a penalty. Buzz Group, the organization responsible for the bingo brand, launched a Facebook advertisement series with a lighthearted Halloween aesthetic. Picture amiable specters, cheerful pumpkins, and perhaps a charming bat or two. The advertisement promoted a “Monster Monday” contest with a spooky £50,000 (equivalent to a substantial $63,000!) available to win each Monday throughout October.
However, an individual raised concerns, asserting that the animated visuals were overly enticing to young audiences and breached advertising guidelines intended to safeguard them. Buzz Group contended that the advertisements were directed at grown-ups on Facebook, particularly those aged 25 and above who appreciate a lively game of bingo. They acknowledged the advertisement’s potential appeal to children and withdrew it following the complaint, but the ASA remained unconvinced. They supported the complainant, highlighting that Halloween imagery holds widespread allure for children, and the employed cartoon design evoked children’s literature and comic books.
The UKs advertising watchdog determined that Buzz Bingo’s employment of the term “monster” in a promotional piece had the potential to entice minors. Despite Buzz Bingo’s attempt to amend the advertisement following a complaint, the ASA deemed it irresponsible. The regulatory body cautioned the Buzz Group that marketing for gambling should not be alluring to young audiences and prohibited any further display of the advertisement. Furthermore, the ASA advised Buzz Group to steer clear of themes and visuals that might resonate with children in subsequent campaigns.
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