William Hill Online Bingo Ad Banned

When the United Kingdom decided to allow advertising for online bingo operators, they imposed very strict standards on the advertising. The British are committed to socially responsible gaming and all advertisements have to conform to those principles in order to be allowed.

This week, an ad by William Hill was deemed to be socially irresponsible and was disallowed. The ad concerned a woman who wanted to play online bingo and was waiting for her husband to leave the house so she could play. Since she wants to get her husband out of the house as fast as she can, she advances the time on the clock so he leaves earlier than normal.

There were several complaints about the William Hill ad mainly that the woman was addicted to gambling, as given by her deceptive and desperate actions. Portraying bingo playing in this manner is contrary to the standards for ads. The ads must not be appealing to children or portray gambling as a way to improve one’s financial conditions. William Hill said they thought the ad was a humorous look at life in a household where the woman waits for the husband to leave to she can begin her day.

The Advertising Standards Authority did not agree. They called the ad irresponsible in portraying bingo playing in a way that could lead to emotional or financial problems since the woman seems desperate to gamble.

Since these standards have only been in effect for several months, this period is a learning process for many online bingo companies, who are experimenting to see what is and isn’t allowed.

Posted: June 1, 2008
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