Mecca Bingo advertising suggests that gambling increases self-esteem

Mecca Bingo splash screen on phone

A British regulator has ruled that Mecca Bingo misread one of its advertisements because it suggested that gambling could boost self-esteem. [Image:]

An advert released by Mecca Bingo suggests that gambling could be used as a means of increasing a person’s self-esteem.

Not surprisingly, the company came under fire after a complaint about its Instagram advertising published in August. The ad in question featured two images of famous drag queen Baga Chipz.

Don’t you just love that post-bingo glow?

One picture showed Chipz in civilian clothes with no makeup and the other showed Chipz in a red sequin outfit with jewelry and makeup. To complete the ad, the caption read: “A good game can change you!” Don’t you just love that post-bingo glow?”

The United Kingdom’s Advertising Standards Agency (ASA) received complaints from viewers who believed the advertising suggested that gambling could boost a person’s image and self-esteem when they gamble. The ASA upheld the complaints, claiming that it had indeed created that impression due to Chipz’s contrasting images.

Mecca Bingo responded, claiming that the “post-bingo glow” was intended to express the feeling one has after a night of bingo and highlight the “positive” experience the company aims to provide.


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