It’s been a little while since we have seen a bingo site receive a telling off from the Advertising Standards Authority (ASA) but in the rulings published on Wednesday 7th June, Gala Bingo had their knuckles rapped!
The reason for the complaint that started the Assessment and subsequent banning of the advert in its current format was the size of text, and it was just one complaint.
Text Too Small On Gala Bingo Advert
The commercial that was called into question was one that showed on television back in February 2017 and was advertising a promotion focused on The Chase Bingo. It can be seen by clicking the image below.
The complainant could not read the on-screen text and therefore contacted the ASA and challenged if it was misleading.
The response from Gala Bingo was that the text exceeded the requirements of the BCAP Advertising Guidance. It consisted of 59 words and the height was 57px. The text was shown for 17 seconds and Gala believed that this met with the BCAP Code. Clearcast, the company that checks commercials against the BCAP, also believed it to comply with the code.
Gala Bingo Advert Banned By ASA
The ASA did not agree. Whilst they accepted that all the pertinent details of the promotion were shown and that the text height and duration met with the requirements, they did not feel that the width was acceptable.
In their assessment, they said that the words were ‘tall and narrow’. This coupled with the moving images behind the text meant that it was not clearly legible and that viewers may miss the information.
For this reason, they found the ad in breach of the following BCAP codes and it cannot be shown again in its current format.
Advertisements must not materially mislead or be likely to do so.
Advertisements must not mislead consumers by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner.
Material information is information that consumers need in context to make informed decisions about whether or how to buy a product or service. Whether the omission or presentation of material information is likely to mislead consumers depends on the context, the medium and, if the medium of the advertisement is constrained by time or space, the measures that the advertiser takes to make that information available to consumers by other means.
Qualifications must be presented clearly.