Bingo Friendzy Under The ASA Microscope 0

Posted on 3, November 2012

in Category Bingo News, Facebook Bingo

To date there have been numerous rulings over advertising for online bingo products by the Advertising Standards Agency (ASA) since the rules changed for advertising gambling products. For the most part the adjudications have centred around television advertising but on Wednesday of this week a ruling was posted regarding a Facebook product, Bingo Friendzy.

Bingo Friendzy launched in August of this year and was the first real cash gaming product available on Facebook. At the time of launch there were many debates about the product but this soon died down. However, two complaints had been received by the ASA suggesting that the Facebook pages and adverts for the product are “irresponsible because they are likely to be of particular appeal to children.” Under the following CAP Codes, these complaints were thoroughly investigated:

01 – Compliance – Rules relating to social responsibility; legality and fair competition.

• 1.3 – Marketing communications must be prepared with a sense of responsibility to consumers and to society.

16 – Gambling – Social responsibility rules for gambling and spread betting. The rules cover content and targeting are designed to protect under 18s and the vulnerable.

• 16.1 – Marketing communications for gambling must be socially responsible, with particular regard to the need to protect children, young persons and other vulnerable persons from being harmed or exploited.

• 16.3.12 – be likely to be of particular appeal to children or young persons, especially by reflecting or being associated with youth culture

The full adjudication can be read here.

The ASA ruled that the two complaints were not upheld after considering the response from Profitable Play Ltd, the company behind Bingo Friendzy.