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Betfred Bingo Ad Complaint Not Upheld By ASA

Published:

17 Apr 2019

The Advertising Standards Authority (ASA) have today published their rulings for the week, and in the eight listed, one is for an online gambling company.

Petfre (Gibraltar) Ltd – otherwise known as Betfred, are the operator in question and it was an advert for their online bingo offering that attracted the single complaint.

The Betfred commercial in question was seen on television back in January and featured a lady in the bath. She had her tablet on the bath tray and was clearly enjoying a game of bingo.

Other characters in the advert were a man making a meal and a woman exercising. All were doing so whilst playing Betfred Bingo on their mobile devices.

Betfred Bingo Advert

If you didn’t catch the commercial on television back in January, you can click the image below to view it:

As you can hear, the voiceover says:

Love to chill in the bath? Make it a thrill and a laugh with Betfred bingo. Forget those two little ducks, soak up the action and win big bucks. You can even join in whilst making the tea with games from as little as just 1p. Play with Betfred bingo and enjoy top promotions such as daily free bingo games, bonus back and more. Put the fun back into house. Kick back and bingo with Betfred.

The Complaint About The Betfred Bingo Advert

There was just one complainant in this case and they believed that in showing the characters gambling online whilst doing every day things, the advert normalised gambling.

The ASA did not agree in the slightest. In their assessment of the commercial, they felt that the characters were playing bingo whilst undertaking every day tasks, not instead of them.

Gambling was not shown to be taking priority over the tasks in the advert and it was not shown as being indispensable.

They did however say that in the scene with the man preparing a meal, when he threw food in the air when he won and this could be considered a distraction, they did not consider that it portrayed gambling as having priority in his life.

The ASA investigated the commercial under two BCAP Codes:

17.3.1
portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm

17.3.4
portray gambling as indispensable or as taking priority in life; for example, over family, friends or professional or educational commitments

but did not find the Betfred advert to be in breach meaning no further action was required. You can read the full ASA ruling for Betfred here.