A recent advertising initiative by Mecca Bingo, prominently featuring drag queen Baga Chipz on social media, sparked controversy and subsequent action by the Advertising Standards Authority (ASA). This advertisement, displayed on Instagram in August of 2023, captures two contrasting depictions of the celebrity: a somber Baga Chipz sits on one side, while the other side radiates joy with the drag icon adorned in a glittering red ensemble, beaming with a full array of makeup and cheerfully clutching a champagne glass.
The promotional material boldly proclaims, “Before playing Mecca Bingo vs after playing Mecca Bingo,” intended to juxtapose the two emotional states. Accompanying the visual, the caption reads, “A good game can transform you! Don’t you just love that post-bingo glow. Over 18s only. BeGambleAware.org. DrinkAware.co.uk. Ts&Cs apply,” supplemented by hashtags including #meccabingo, #bagachipz, #winningfeeling, and #feelinggood.
This marketing took a turn when two separate complaints raised questions about the implications of the advertisement, specifically querying whether it suggested that engagement in gambling could yield improvements in one’s self-esteem or self-image.
The landscape of gambling ads had already been under scrutiny, with the ASA casting a critical eye on other adverts including those with sports celebrities like Anthony Joshua, Gary Neville, and Mason Mount, the latter being under 25. These assessments have been part of broader concerns about the appeal of such advertisements to individuals below the legal gambling age.
Responding to the backlash, Mecca Bingo clarified that the intent behind the campaign was not to convey a message equating gambling with enhanced personal qualities. Instead, Mecca Bingo explained that their collaboration with Baga Chipz, a regular fixture at their events, was to showcase the thrilling experiences offered by their venues. When mentioning “transformation,” the company referred to the elated feeling that might envelop someone following an entertaining evening with Mecca Bingo, particularly leveraging the common association of transformation with drag culture, a notion that fans of Baga Chipz and viewers of ‘Ru Paul’s Drag Race UK’ would resonate with.
Furthermore, Mecca Bingo explicitly stated they avoided any direct mention of winning, to prevent any misinterpretation that the feel-good sensation promoted was solely attributed to success in the games of chance.
Despite these assertions, Mecca Bingo conceded that misunderstandings could arise among audiences unfamiliar with the context. Thus, they ultimately chose to permanently withdraw the advertisement.
The ruling by the ASA pinpointed that the ad indeed breached CAP Code rules 16.1 and 16.3.6. The watchdog deduced that the stark difference between the neutral and jubilant expressions, in conjunction with the champagne and more flamboyant attire, does in fact suggest a bolstering of confidence and an enhanced self-perception.
Moreover, editorial placement implied these positive changes in self-image could be achieved through playing bingo. The usage of hashtags like #winningfeeling and #feelinggood further fortified the notion that gambling could provide a boost in self-confidence by winning, rather than just participating.
While acknowledging the context of drag transformation and the presence of Baga Chipz in the ad, the ASA maintained that the underlying message was clear and problematic: gambling was being subtly endorsed as a means to uplift one’s esteem and image. Despite Mecca Bingo’s clarification and intention to convey an entertaining gaming experience, the fleeting suggestion of gambling contributing to personal development was enough to trigger an ASA intervention and the advertisement’s eventual removal, reinforcing the overarching priority of responsible marketing within the gambling industry.
