Gambling, betting and gaming: Bingo

Dec 5th '23

Section 16 of the Committee of Advertising Practice (CAP) Code contains rules that apply to ads by gambling operators licensed in Great Britain that are likely to have the effect of promoting gambling, including ‘bingo’ products. More information regarding licences can be found on


Do not imply financial security

Ads for bingo and other gambling products, should not suggest that playing will help players achieve financial security or be an alternative for employment.


In 2020 the Advertising Standards Authority (ASA) investigated an ad that featured the claim ‘Earn money online…Play online’. They considered the claim “Earn Money Online” suggested to consumers that the gambling system offered by the advertiser could be used to ‘earn’ money and therefore attain a regular source of income. Therefore, this had the effect of suggesting that gambling could be a way to achieve financial security. While the advertiser had already taken action and said this appeared in error, the ASA upheld the complaint (ElectraWorks Ltd t/a BWIN party, Party Poker, 07 October 2020).


Do not suggest can improve self-esteem

Section 16 states that ads must not suggest gambling can enhance someone’s personal qualities such as improving self-esteem or self-image.


The ASA investigated complaints about an ad that featured a celebrity drag queen. The social media post featured the caption “A good game can transform you! Don’t you just love that post-bingo glow”, along with “#winningfeeling” and “#feelinggood”. The ASA considered the ad created an impression that an individual could improve their self-esteem, as well as their self-image, by not just playing bingo related games, but also by winning them (Mecca Bingo Ltd, 15 November 2023).


Target ads carefully

Code states that ads should not be targeted must not be directed at those under 18 years through the selection of media or context they appear.


An ad that was seen in a mobile app ‘Looney Tunes World of Mayhem’ was for Betfair Bingo and included the claim ‘Play arcade games!’. While users had to self-declare they were aged over 16, the ASA stated that the relevant age restriction was 18. Also ages could be misreported and devices commonly shared. Therefore the ads were likely to appeal to under-18s and the audience would also be likely to include under-18s, so the ad was considered to have breached the Code (PPB Entertainment Ltd t/a Betfair, 19 June 2019).


Source: CAP


Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the ASA. CAP’s Advice Online entries provide guidance on interpreting the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing.


Related: Betting and gaming: General


Need A Regulatory Marketing Compliance Consultant? A Bit More About Us


About us

LS Consultancy are experts in Marketing and Compliance. We provide a cost-effective and timely bespoke copy advice and copy development services to make sure all your advertising and campaigns are compliant, clear and suitable for their purpose.


We also work with a range of firms to assist with improving their documents, processes and systems to mitigate risk.


Our range of innovative solutions can be tailored to suit your unique requirements, no matter whether you’re currently working from home, or are continuing to go into the office. Our services can be deployed individually or combined to form a broader solution to release your energies and focus on your clients.


Contact us today for a chat or send us an email to find out how we can support you in meeting your current and future challenges with confidence.


Explore our full range today.


Contact us


Why Not Download our FREE Brochures! Click here.


Call Us Today on 020 8087 2377 or send us an email.



Connect with us via social media and drop us a message from there. We’d love to hear from you and discuss how we can help.


Facebook | Instagram | LinkedIn | X (formally Twitter) | YouTube


Contact us