Foxy Bingo TV ad gets the "OK" from ASA
23rd July, 2008
A recent television advertisement from Foxy Bingo was the latest to find itself under the microscope of the Advertising Standards Authority, but after a lengthy investigation the ad was found to be compliant with all advertising restrictions placed on gambling operators, according to an ASA adjudication.
One viewer believed the ad might appeal to children because the main character is a fox, which is why the advertisement was put under the review of Cashcade Ltd. and the ASA.
The ad is centred on the main character, a fox wearing a suit, played by an actor. As the fox walks passed various locations, such as bakeries, a launderette and other shops, women would stop whatever they were doing and follow the fox. After that the fox and the women get on a bus scheduled to terminate at “Having Fun!”
The bus then stops at a house where a party is taking place and a voice over says “c’mon join the party at FoxyBingo.com and get £10 free.”
There was also text on the screen throughout including “Terms and conditions apply. Over 18’s only.” At the end of the ad the text on the screen says “FoxyBingo.com £10 Free! £10 for game play. No deposit required.”
After review Cashcade found the ad did not contain material that could have a negative impact on children in any way and that the main character was obviously older and made to appeal to older audiences. The fox is dressed in formal apparel and carries a walking stick.
Additionally, Cashcade found that the fact that ‘We Are Family,’ a 1979 hit song by Sister Sledge played in the ad, was particularly targeted at an older age group.
As is standard practice with all bingo commercials, the ad was given a ‘CY’ restriction, which means it is not allowed to be shown in children’s programmes or any adjacent to them, or be shown on any programme that may appeal to viewers under 18.
Ultimately it was found that the Foxy Bingo ad did not breach any of the advertising standards set forth under the CAP TV Advertising Standards Code and there will be no further action taken.
