TV Advert Rapped

A TV advert for National Lottery scratchcards has been rapped by the Advertising Standards Authority (ASA) after the Bingo Association complained that the TV advert was both misleading and denigratory.

The TV advert showed a woman driving her mobility scooter by a bingo hall and, noting that there was a “Closed” sign and the gates had been chained and padlocked, she tutted and drove on.

This scene was then “scratched” (as if it were a scratchcard) to reveal the same woman driving by a beach. She is now wearing a brand new outfit and jewellery and her scooter has been given a complete overhaul. At this point a voice says, “Play the new Flamin' Hot Bingo scratchcard from the National Lottery.”

The Bingo Association complained that the advertisement “implied that bingo clubs generally were closed and that bingo clubs were a 'dying' industry.” Camelot argued that the advertisement was merely pointing out that bingo clubs weren’t open 24 hours a day, whereas National Lottery scratchcards could be bought at any time.

The ASA judged that the images used to portray the closed bingo club (in particular the padlock and chains and the drab look of the building) “implied that bingo clubs in general were closing down and the industry was dying.” The adjudication statement continued: “We concluded that the ad was misleading and denigrated the bingo industry.”

This advert may no longer be broadcast in its current form.

9th July 2008