New Foxy Bingo Ad Cleared by the ASA

Popular online bingo operator Foxy Bingo has found their latest TV advertisement under scrutiny from the Adverting Standards Authority (ASA). A TV viewer lodged a protest against the advert, claiming that the ad could draw the interest of minors in view of the fact that the central character was a Fox.

Foxy bingos mascot has played a prevalent role in all of their advertising campaigns, and the Foxy bingo currently sponsors popular ITV programme The Jeremy Kyle Show, advertising their online bingo operations during at the start of each commercial break.

The ad was subject to an intense investigation by the authorities at the ASA, but was later confirmed to conform to official advertising restrictions, which stipulate that gambling or adult gaming advertisements cannot be aired during programmes intended for children.

The ad was cleared of having any negative impact on minors, with the ASA confirming that the Foxy character was clearly intended to appeal to adult viewers.

The conclusion was reached after a number of key facts were considered, such as the fact that the main Foxy character is dressed in formal attire and carries a walking stick and that the theme music for the ad is the 1979 Sister Sledge hit 'We are family' was specifically targeted at an adult audience.

Throughout the advert text appears clearly on screen stating that 'Terms and conditions' apply and 'Over 18's only'

Although Foxy Bingos' advert has been cleared of any breach of advertising standards by the ASA, Camelot Bingo and William Hill Bingo have both recently been forced to take their latest advertisements off air.

29th July 2008