LittlewoodsBingo Wins Their Case
What many other sites have not been able to achieve in recent times, Littlewoods Bingo has managed to do. They have stopped their ad from being taken off television by the Advertising Standards Authority. In a newsworthy case, the online bingo provider won their case and will be allowed to use their controversial ad.
It only took one complaint to put the ad in jeopardy. It was stated that the advert that Littlewoods Bingo was using, encouraged people to participate in irresponsible gambling because it showed that players could win huge amounts of money on many different occasions at the site.
The ad promoted the online bingo games at Littlewoods Bingo with two women shown seated at their computer screen. There is a voice over heard while the women are playing, that states that millions are enjoying the games at Littlewoods. It goes on to explain that there are tens of thousands in prizes given out on the site every day and you will have a chance to chat with your friends while you play. Then the women in the shot are shown to be talking about a prize that one has just won. From the message that is delivered of the two women talking, it is not the winner’s first prize won on the site.
The ruling for the ad stated that the ad did not mislead viewers in the number of payouts that could be won on the games. The bingo site backed up their claims in the ad by showing the number of payouts that are given out on the site every day. The ASA did not believe that the part of the ad that showed the woman stating that she had won again to be misleading to viewers about the frequency that one could expect to win on the site because Littlewoods Bingo managed to back up the claims.
Littlewoods Bingo will be allowed to continue to run their ad, but it is disturbing at how only one complaint can have the potential to remove an ad from television. It is clear from the case that bingo sites must be very careful in what they show in their adverts if they want them to stay on the air. There have been numerous cases similar to this one that has caused bingo sites to pull their ads from the airwaves and lose a great deal of money on their advertising.
