Several online bingo companies have had their newest advertisements pulled from television and print. The UK Advertising Standards Association has become very sensitive and many ads are being pulled after just one public complaint. The latest bingo ad to be pulled was one created by the JDA agency for the Tombola Bingo website.

The ads were created for television, radio, press and online advertising. A complaint was filed stating the ads could appeal to young people. Two ads that the ASA have banned are quite different but are believed to appeal to a young audience.

One ad showed a fairground scene with animated bingo balls. A hot air balloon is featured as well as a battleship. The ad begins with an age standard of 18 plus and the voice comes on and says: “with loads of great prizes to be won, thousands of people are joining in the fun at tombola. We’ve got exclusive games you won’t find anywhere else. Play longer for less with Bingo-lite just 2p a ticket. The ad then goes on to describe more games available at Tombola.

The next ad is also featured at a fairground but it depicts more attractions found at a fair, such as a Ferris wheel, roller coaster and big top. Bingo balls are shown again on each ride and bouncing around. This ad also states the age limit and then goes on to say thousands of people play at Tombola every day. It mentions the chat rooms and different bingo games as well as bonuses.

The complaint stated that the material in the ads would appeal to children. Tombola stated that their intention with the ads had been to create advertisements that would be a metaphor for the online bingo experience. The goal was to attract new players but not those under the eighteen year old age limit.

Despite the argument by Tombola, the ads were still banned.



- 2009-03-30