The ad, posted on Instagram in August 2023, showcased two images of drag queen Baga Chipz. One image showed Baga Chipz with a neutral expression, while the other depicted them in drag, wearing a red sparkly dress and smiling. The tagline read “Before playing Mecca Bingo vs after playing Mecca Bingo.” The caption stated that a good game can transform you, and included disclaimers and age restrictions. Hashtags included #meccabingo, #bagachipz, #winningfeeling, and #feelinggood.
Two complaints questioned whether the ad implied that gambling can enhance self-esteem or self-image. Past complaints regarding gambling ads targeting under-18s were also mentioned. Mecca Bingo defended the ad, clarifying that it aimed to communicate fun experiences rather than suggesting gambling could improve personal qualities. They also emphasized their collaboration with Baga Chipz and explained that the reference to transformation was common in the drag industry.
The ASA ruled that the ad violated advertising code rules. They mentioned the contrasting expressions, the glass of champagne, and the more extravagant outfit as implying increased confidence and an enhanced self-image. The ASA also observed that the placement of the text suggested playing bingo could achieve this higher self-image. They found the hashtags #winningfeeling and #feelinggood problematic, as they suggested that winning bingo games could boost confidence.
Overall, the ASA concluded that the ad gave the impression that gambling could improve an individual’s self-image or self-esteem, despite featuring a drag queen. The ad was ultimately removed permanently.
