The Advertising Standards Authority (ASA) dismissed complaints lodged against Buzz Bingo concerning a Facebook advertisement. The April post, featuring a cartoon depiction of a woman styled as an action figure, did not violate advertising regulations, according to the ASA’s ruling.
The advertisement, published by Buzz Bingo Grimsby on April 12th, utilized a popular AI-generated “starter pack” image trend. The image showcased a cartoon character in a box labeled “[NAME] ACTION FIGURE,” along with bingo-related paraphernalia: a dabber, cards, and a numbered ball.
Accompanying the image, the text included a limited-time offer, specifying the promotional item’s exclusive availability at the Grimsby location. Crucially, the post also contained age restrictions (“Over 18s Only”) and a link to Gamble Aware, a responsible gambling organization.
Buzz Group, the parent company, argued that the cartoon was a stylized representation of their Grimsby General Manager, rather than a celebrity endorsement. They emphasized the character’s professional attire and the muted color palette of the artwork, distinguishing it from typical children’s cartoons.
This decision contrasts with a June ruling against Ladbrokes. The ASA upheld a complaint against Ladbrokes’ “Ladbucks” campaign, finding it appealing to underage viewers. While Ladbrokes acknowledged using the same “starter pack” trend, the ASA determined their execution differed significantly.
The ASA concluded that the Buzz Bingo advertisement was unlikely to strongly appeal to those under 18. The authority cited the realistic, rather than cartoonish, style of the artwork. The adult character lacked exaggerated features, wore simple clothing, and wasn’t a recognizable figure. Furthermore, the subdued color scheme differed from typical children’s toys. The ASA determined the depicted figure was unlikely to be perceived as an appealing toy by children.
Therefore, the ASA deemed further action unnecessary.
