The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), took action against a Halloween promotional effort by Buzz Bingo, deeming it unsuitable.
Buzz Group, the entity responsible for the well-known bingo platform, faced criticism for a Facebook advertisement launched on October 20, 2023. The advertisement showcased a collection of Halloween-themed visuals, including a full moon, pumpkins, bats, spiders, and even a cemetery, all rendered in a cartoonish aesthetic. The accompanying slogan? “Monster Monday – Each Monday in October presents an opportunity to win £50,000 ($63,000).”
An individual raised concerns, contending that the advertisement’s child-friendly imagery could attract underage viewers, a significant violation of the ASA’s guidelines.
Buzz Group attempted to justify their actions, stating, “Our advertisements on Facebook are exclusively displayed to adults aged 18 and above!” They even highlighted that this specific advertisement was part of a broader campaign explicitly targeting individuals aged 25 and older who had previously expressed interest in bingo. Essentially, they argued that Facebook’s own targeting mechanisms should have prevented children from ever encountering the advertisement.
However, the ASA remained unconvinced. They determined that Halloween holds an inherent appeal for children, and the advertisement’s cartoon style closely resembled visuals found in comics and storybooks intended for young audiences.
The UKs advertising watchdog determined that a promotional piece for Buzz Bingo, featuring a creature, was not appropriate due to its potential allure to young audiences. Regulations enforced by the authority prohibit gambling promotions that could be particularly attractive to minors. Buzz Bingo has adhered to the decision, and the advertisement will cease to air. The ASA advised Buzz Group to steer clear of concepts that might resonate with children in subsequent campaigns.
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