A recent promotional effort by Mecca Bingo, showcasing British drag icon Baga Chipz, has been deemed inappropriate by advertising regulators.
The Instagram advertisement displayed Baga in two distinct appearances accompanied by the tagline “Me before Mecca Bingo vs. Me after Mecca Bingo.” The initial image presented Baga in everyday attire with understated cosmetics, while the subsequent image revealed her in full glamour with a colorful ensemble and a champagne glass.
The Advertising Standards Authority (ASA) determined that the advertisement suggested that participating in gambling could enhance an individual’s self-perception or confidence, which contradicts the Committee of Advertising Practice (CAP) guidelines. This conclusion arose following the ASA’s examination of two complaints that expressed this apprehension.
Mecca Bingo contended that the transformation portrayed was intended to be humorous and embody the enjoyment of playing bingo. They asserted that it “did not allude to improvements in personal attributes, self-image, or self-esteem, but rather reflected a transformation within the realm of drag entertainment.” They believed that within this framework, “observers would not interpret any assertions about transformation literally.”
Nevertheless, Mecca Bingo acknowledged that the advertisement could be misconstrued when viewed outside of this specific context.
The United Kingdom’s Advertising Standards Authority (ASA) decided that a promotional piece from Mecca Bingo showcasing a drag performer was not appropriate. The ASA felt it hinted that participating in games of chance could elevate a person’s self-worth or position within society.
Although the ASA recognized that the advertisement’s message might be evident to those acquainted with drag performance, they concluded that it insinuated a connection between wagering and heightened social rank. Consequently, the ASA prohibited the advertisement in its present format and has engaged with Mecca Bingo to avoid comparable situations moving forward.
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