A recent promotional effort by Mecca Bingo, showcasing drag performer Baga Chipz, was deemed inappropriate and subsequently prohibited by the UK’s Advertising Standards Authority (ASA). The advertisement, displayed on the social media platform Instagram, presented two contrasting depictions of Baga Chipz: one prior to engaging with Mecca Bingo and one following participation.
The initial image portrayed Baga Chipz in everyday attire, devoid of cosmetics, and lacking a smile. Conversely, the subsequent image showcased her in full drag regalia, adorned with a striking makeover, clutching champagne, and beaming.
Two individuals lodged complaints, asserting that the advertisement insinuated that gambling had the potential to enhance one’s physical appearance and self-assurance, thereby contravening advertising regulations. The ASA concurred, positing that observers might construe the advertisement as implying that partaking in bingo results in a favorable metamorphosis in both appearance and self-belief.
Mecca Bingo defended their promotional material, contending that it was intended as a lighthearted interpretation of the transformative essence of drag and the enjoyment derived from playing bingo. They reasoned that viewers would perceive the exaggerated transformation as an integral element of the drag aesthetic. Nonetheless, they conceded that the advertisement could be misconstrued when devoid of this context.
The UKs advertising regulator, the ASA, determined that a current marketing campaign was “irresponsible” because it connected wagering with elevated self-worth and appearance. This action breached the nation’s advertising regulations.
Although the ASA recognized that individuals acquainted with drag culture might grasp the advertisement’s background, they concluded that it suggested a link between betting and a heightened feeling of self.
Consequently, the ASA prohibited the advertisement from further circulation in its present format and has engaged in discussions with Mecca Bingo to prevent comparable concerns in their upcoming promotional endeavors.
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