Not everyone might realise it, but social platforms like Instagram and TikTok are now viewed as nothing more than even more advertising channels, just like ITV, Channel 4 and the rest of the TV world.
This became even more evident this week when the ASA (Advertising Standards Authority) upheld two (yes just two) complaints that a particular Mecca Bingo ad on its Instagram account ‘suggested gambling could enhance a person’s self-image or self-esteem’ and therefore breached code and was irresponsible.
What caused all the fuss?
To most of us the post appears harmless enough. It was two images of Baga Chipz, a Before and After it you will. The first showed her not smiling, with no make-up and in dowdy, drab clothes. The second showed her in full drag regalia, fully made up and unmistakably happy.
The text read, “Before playing Mecca Bingo vs after playing Mecca Bingo”.
The post caption read, “A good game can transform you! Don’t you just love that post-bingo glow. Over 18s only. BeGambleAware.org. DrinkAware.co.uk. Ts&Cs apply. #letsplaymeccabingo #meccabingo #winning #bingo #winningfeeling #feelinggood #bagachipz”.
Mecca’s Defence
In brief, Mecca said the purpose of the ad was to convey that their services were fun and entertaining, highlighted by the use of well-known entertainer, the drag queen Baga Chipz, who Mecca Bingo regularly work closely with.
They said the use of the “before and after” metaphor and the reference to having a “post bingo glow” – not related to winning. This defence fell down slightly thanks to the hashtags that did refer to winning!
Why it was deemed irresponsible
The before image was not just one of boredom, but that it represented blankness, lack of emotion and disinterest.
The after image conveyed a high level of confidence and enhanced self-image, thanks to the inclusion of the champagne and the full sparkly outfit, jewellery and make-up.
The ruling stated, ‘We still considered the overall impression of the ad, particularly through the contrasting images, suggested gambling could improve an individual’s self-image or self-esteem.’
Mecca must not use the ad again in its original form and must avoid future marketing conveying playing can enhance self-image and self-esteem.
Advertiser Disclosure: When you use WhichBingo, there are never any hidden fees or costs. To help fund our work we may earn a referral commission if you create an account via our site. This commission never impacts the impartiality of our reviews and ratings.
New players only. Deposit (excluding PayPal & Paysafe) and spend £5 in selected bingo rooms to qualify. Wagering requirements, maximum win limits and promotional restrictions apply. Full T&Cs apply. Full T&Cs Apply.
It was a family affair in Greater Manchester after a woman and her grandmother won back-to-back full house jackpots. Amiee Armstrong, 20, and her grandmother Christine Rhodes, 70, were enjoying an evening at the Mecca Bingo in Oldham. Their night got a big boost when they both struck lucky in consecutive ‘Big Bonus’ games. A New Lucky Table “We normally sit at our lucky table, but we decided to move…
If you have ever slid past a long screen of terms and conditions without understanding much of it – you are not alone. According to our 2026 Player Survey of 1,915 UK players, only 22% of people say terms are easy to understand. But fear not, we’re going to break down the 5 key things to look for. The 78% of Players Our 2026 Player Survey asked 1,915 UK players…
If you asked a room full of people why they have a flutter, you might expect a mix of answers. But according to a recent survey of 20,000 UK players, there is one main reason – and it’s probably not surprising. Top of the list was the chance of winning big money, cited by a hefty 84% of people who gamble. The survey, run by the UK Gambling Commission, also…
If laughter is the best medicine, write out that prescription, doc. The winner of Dabbers Bingo Comedy Caller Contest 2026 (sponsored by yours truly, WhichBingo), is <<insert drum roll>> Gwen! On Friday 17th July, comedian Rachel Baker was in role as her alter-ego Gwen became the Queen of bingo. Gwen ate up the laughs all the way to the top, pipping fellow grand finalists Tara Boland as Dusty Creases and…
If you have ever slid past a long screen of terms and conditions without understanding much of it – you are not alone. According to our 2026 Player Survey of 1,915 UK players, only 22% of people say terms are easy to understand. But fear not, we’re going to break down the 5 key things to look for. The 78% of Players Our 2026 Player Survey asked 1,915 UK players…
If you asked a room full of people why they have a flutter, you might expect a mix of answers. But according to a recent survey of 20,000 UK players, there is one main reason – and it’s probably not surprising. Top of the list was the chance of winning big money, cited by a hefty 84% of people who gamble. The survey, run by the UK Gambling Commission, also…
If you’ve signed up to a UK slot site recently (or are planning to), you’ve probably noticed a few similar games being mentioned. So, we did the numbers and found the top 5 slot games in UK casino bonuses so far in 2026. If you sign up for free spins, there is a good chance you’ll be playing one of these games, so here’s a bit of a preview of…
We did it again! WhichBingo has been named Best Bingo Affiliate for a second year in a row! WhichBingo was officially recognised as the best bingo comparison site in the UK at the iGB Awards 2026 on 2nd July. It’s the second year running that WhichBingo has topped the category and sixth iGB award we’ve won. We’re extremely honoured to be recognised for all the hard work we put into giving UK players…
If you’ve signed up to a UK slot site recently (or are planning to), you’ve probably noticed a few similar games being mentioned. So, we did the numbers and found the top 5 slot games in UK casino bonuses so far in 2026. If you sign up for free spins, there is a good chance you’ll be playing one of these games, so here’s a bit of a preview of…
The rules of the game are evolving, and the UK’s biggest bingo and casino brands are responding by putting players first. We spoke to the WhichBingo Awards winners to get their thoughts on success, what makes them stand out, and what UK players can expect next. Foxy, Coral, Ladbrokes: Giving Back to the Player Entain, the company who run Ladbrokes, Coral – and Best Promotions winner Foxy Games emphasised their commitment to…
Nearly half a million votes were cast by real players in WhichBingo Awards 2026 – and with so many votes cast its crazy how close it was. One category was decided by just 18 votes. We’ve gone behind the numbers to reveal the other interesting statistics and stories that went into voting. The Race Decided By Just 18 Votes Thousands of votes were cast but Best Promotions was decided by…
After a record-breaking 500,000 votes from across the UK (nearly double last year’s total) the WhichBingo Awards 2026 winners have been crowned. Players decided 12 Main category winners. Four Editors’ Choice winners were selected by the WhichBingo editorial team through hands-on testing, WhichScore data, and years of tracking how brands actually perform. The winners were revealed on the night at the Sunborn Yacht Hotel, Gibraltar. And for the first time…
If you have ever slid past a long screen of terms and conditions without understanding much of it – you are not alone. According to our 2026 Player Survey of 1,915 UK players, only 22% of people say terms are easy to understand. But fear not, we’re going to break down the 5 key things to look for. The 78% of Players Our 2026 Player Survey asked 1,915 UK players…
If you asked a room full of people why they have a flutter, you might expect a mix of answers. But according to a recent survey of 20,000 UK players, there is one main reason – and it’s probably not surprising. Top of the list was the chance of winning big money, cited by a hefty 84% of people who gamble. The survey, run by the UK Gambling Commission, also…
Brits are turning to VPNs in huge numbers to access illegal gambling sites, racking up an estimated 150-200 million minutes on dodgy casinos in January 2026 alone. And seriously risking their money in the process. VPN usage in the UK has surged since the Online Safety Act came into force in July 2025, and Gambling Commission research recorded around 20 million visits to illegal gambling sites that month. Often marketed…
You, the public have spoken. Over 480,000 votes cast across the main categories… and now it’s our turn. While the player vote decides the 12 winners in the Main categories, like Best Bingo Site and Best Slot Game, plus the 5 Pre-Show categories like Best Bingo Caller, there are a handful of categories at the WhichBingo Awards 2026 that an expert judging panel decides. These are the 4 Editors’ Choice…
Stephanie Davis shot to fame as a teenager on Andrew Lloyd Webber’s BBC talent show Over the Rainbow before becoming a Hollyoaks favourite, and when she sat down with the home of the best bingo sites WhichBingo, we were happy to see she was in a candid mood, ready to revisit the “cruel” reality of being voted off live TV, the Saturday-night shows she thinks are long overdue a comeback,…
If you asked a room full of people why they have a flutter, you might expect a mix of answers. But according to a recent survey of 20,000 UK players, there is one main reason – and it’s probably not surprising. Top of the list was the chance of winning big money, cited by a hefty 84% of people who gamble. The survey, run by the UK Gambling Commission, also…
If laughter is the best medicine, write out that prescription, doc. The winner of Dabbers Bingo Comedy Caller Contest 2026 (sponsored by yours truly, WhichBingo), is <<insert drum roll>> Gwen! On Friday 17th July, comedian Rachel Baker was in role as her alter-ego Gwen became the Queen of bingo. Gwen ate up the laughs all the way to the top, pipping fellow grand finalists Tara Boland as Dusty Creases and…
No stranger to being in front of the camera himself, Charlie Shakespeare jumped at the chance to check out BingoPlus, the UK’s most popular live-streamed bingo product filmed and streamed from snazzy studios in Hull. What is BingoPlus? BingoPlus is an entertainment-first, live operation airing bingo and games from 10am to midnight, seven days a week. You can choose from over 800 slots to play from, too. The live chat…
by
Esther Rubin
2min
Updated October 16, 2024
Anita Heffernan
Author & Former Editor
The Bingo Queen is a fun name earned from colleagues through Anita Heffernan's exceptional knowledge and commitment to the online bingo world. With over 20 years of experience as both a player and an expert in the industry, Anita has built a reputation as a trusted authority on all things bingo.
3min 
Reader comments