The Rank Group, a prominent gambling company in the UK and Spain, is under scrutiny from the Advertising Standards Agency (ASA) due to a controversial Instagram post by its community gaming brand, Mecca Bingo. The post featured drag queen Baga Chipz and sparked online controversy, leading to two public complaints.
Public Outcry:
The post, published on April 16, displayed two contrasting photos of Baga Chipz, implying a transformation before and after playing Mecca Bingo. Hashtags like #bingo, #winning, and #feelinggood accompanied the post, with a caption suggesting a post-bingo glow. Two public complaints questioned whether the post irresponsibly conveyed that gambling enhances self-esteem.
ASA Ruling:
After careful assessment, the ASA ruled in favor of the public complaints. The watchdog determined that the Instagram post, along with its hashtags and caption, could imply that playing bingo improves self-image and self-esteem. The use of Baga Chipz in the context of the post might be interpreted as a general reference to drag queens, reinforcing the idea that gambling has positive effects on self-esteem.
Rank Group's Response:
In response, the ASA directed Rank Group not to display the ad again and urged them to ensure future marketing communications avoid similar implications. Rank Group acknowledged the potential misinterpretation, stating that the post was meant to be light-hearted. Mecca Bingo clarified that the post aimed to convey the brand's fun and entertaining services, emphasizing the positive experiences associated with the term "good game."