ASA takes down Buzz Bingo ad for minor appeal
The ad in question was posted to the operator’s Facebook account in mid-October last year and featured cartoon-like animated scenes in a Halloween theme promoting the potential winnings offered by Buzz Bingo. This post was reported to the ASA for potentially appealing to minors with its style.
Following the ASA’s initial inquiry, the operator mentioned that only users the ages of 18 and over could view and follow its Facebook account, while the promoted post itself was targeted to 25-year-olds who were interested in bingo. The company also mentioned that it believed that the platform had a high accuracy of targeting promoted posts, which led Buzz Bingo to believe it had taken adequate steps to ensure its ads would not be seen by minors.
Moreover, the company acknowledged the authority’s concern about the ad’s imagery appealing to minors and took down the post when the ASA contacted it about the matter. Buzz Bingo added that it is overhauling its approval processes for marketing materials.
The ASA upheld the complaint, stating that the promoted post’s animated imagery, along with its Halloween theme, was likely to appeal to children. The authority mentioned that the advert would have been acceptable if it was shown on a platform with robust age verification standards, however, Facebook’s self-verification system is not considered to be appropriate for this.