The Advertising Standards Authority (ASA) has rejected complaints levelled at Buzz Bingo Grimsby after it was alleged to have published an ad that appeals to under-18s.
A probe was launched after Buzz Bingo posted an ad to Facebook, depicting a cartoon image of a woman in an action figure box. This followed the same ‘starter pack’ AI image trend that has gone viral in recent months, with users generating representations of themselves and others based on appearance, occupation, or hobbies.
This example, labelled “[NAME] ACTION FIGURE”, included a bingo pen, bingo cards, and a numbered ball, with the following text: “For a limited time only, Buzz Bingo Action Figures (crying laughing face emoji). Only available at Buzz Bingo Grimsby! (eyes emoji) T&Cs Apply. Play Together, Safely. Over 18s Only.”
The ad also included a link to Gamble Aware, showing a consideration for responsible gambling.
In defense of its social media content, Buzz Group, the parent company and operator of Buzz Bingo, outlined that the cartoon was modeled in the image of the General Manager of Buzz Bingo Grimsby, not a celebrity, and depicted her in professional office attire.
The design did not use bright colors or graphics that might appeal to children, and while the operator acknowledged the ad followed the “starter pack” social media trend, they said it was implemented responsibly.
In addition, the Buzz Bingo Grimsby Facebook page restricts access to users who self-identify as over 18, further reducing the risk of reaching minors.
No further action necessary and no breach
Ultimately, the ASA determined that the ad was “not likely to be of strong appeal to those under 18 years of age” and “The ‘action figure’ depicted was unlikely to be viewed by children as an appealing toy to play with.”
The regulator noted the cartoon’s “realistic rather than cartoon-like” style, depicting an adult in a simple shirt without detailed features or recognizable celebrity traits. The plain color pattern and lack of resemblance to toys typically marketed to children further supported the ASA’s conclusion.
The ASA ruled that no further action was necessary, clearing Buzz Bingo Grimsby’s ad of any breach of advertising standards.
The conclusion to this case is in contrast to the ASA decision upholding complaints against Ladbrokes’ “Ladbucks” campaign last month, which was found to hold an appeal to minors. The difference in the two examples highlights the ASA’s focus on assessing if ads contain elements such as bright colors, exaggerated effects, or imagery that could appeal to children.
Crucially for Buzz Bingo, they were cleared on this basis.
Image credit: Buzz Bingo/ASA
