The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), expressed concerns over a Buzz Bingo advertisement promoting their Halloween campaign. The ASA deemed the advertisement excessively eerie and in violation of their regulations.
The advertisement, appearing on Facebook on October 20, 2023, depicted a cemetery setting complete with traditional Halloween imagery: an ominous moon, grinning jack-o’-lanterns, bats in flight, cobwebs, and even a few headstones. It promoted a “Monster Monday” event offering a prize pool of £50,000 (approximately $63,000).
A complaint was lodged, suggesting that the animated Halloween theme might be unduly enticing to young viewers, a breach of the ASA’s guidelines.
Despite Buzz Bingo acknowledging the advertisement’s potential appeal to children and subsequently removing it, the ASA upheld the complainant’s position. They reasoned that Halloween inherently holds allure for children, and the cartoon aesthetic employed in the advertisement resembled that found in comics and storybooks intended for a young audience.
Individuals also believed employing the term “creature” would truly capture a child’s focus.
Despite Buzz Bingo’s attempts to rectify the situation following public disapproval, the Advertising Standards Authority (ASA) deemed their advertisement irresponsible. They violated regulations as gambling promotions should not target young audiences.
The advertisement, in its current form, is banned from further display, and the ASA advised the Buzz Group to prioritize children in any upcoming campaigns. No more concepts or visuals that might resonate with those below the age of eighteen!
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