ASA: Camelot ad “misleading”
9th July, 2008
A Camelot Group television advertisement to promote a bingo scratch card for a National Lottery has been banned by the Advertising Standards Authority in the UK.
The ad was brought to ASA’s attention when the Bingo Association objected to the portrayal of the closed bingo, feeling that implied the bingo industry in general was dying.
The ASA concluded that the ad was misleading, portraying an elderly woman on a scooter driving by a bingo hall that had padlocks and a closed sign on it. It was obvious that the bingo hall was closed, but many believe the image was implying much more than that.
“We also considered that those images implied that bingo clubs in general were closing down and the industry was dying,” the ASA said. “We concluded that the ad was misleading and denigrated the bingo industry.”
Camelot has argued that the commercial was merely pointing out that even when the bingo hall is closed, as most are not open 24/7, bingo players can still buy the bingo scratch card at any time of the day.
It has been expressed to Camelot that it should not air its commercial again, at least not in its original form. If changes are made, however, to make the intent of the television advertisement more clear, then it should be accepted by the industry.
By Michael
