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.
18+. New online customers only. Deposit (PayPal & PaySafe Excluded) & Play £10 on Bingo within 7 days to get £40 Bingo Bonus, 50 Free Spins & Club Voucher. Selected games, wagering requirement & expiry dates apply. See Full T&Cs for more detail. Please play responsibly. Gambleaware.org #AD. Full T&Cs Apply.
Our social star Charlie Shakespeare has been out on the road filming a brand-new, three-part documentary series, Inside Real Fun Group, taking us behind the scenes at three very unique bingo clubs. Different club names. Different looks. Same great game of bingo. The trailer for episode one goes live this Thursday at 5pm. Read on for the inside scoop. Who Is the Real Fun Group? As one of the UK’s largest independent bingo club…
Welcome to The Re-View, where we look back at the trends, the triumphs, and the top-tier sites that defined the year for UK bingo and casino. We took 100% real player data to answer the questions like: What is the most popular day of the year for bingo? Which bingo site was everyone talking about? Editor’s Note: Play Smart, Play Safe We love the thrill of the “Full House” and…
Bingo news that’s literally hot-off-the-press? Yes please. We’re excited to share with you that next year you’ll be able to dab and spin on a whole new platform! ITV Win is entering the real-money online bingo and casino space. Yes, the same people who bring us This Morning, The Chase, and Coronation Street are gearing up to launch “ITV Win Bingo & Spins”. Right now, ITV Win is ITV’s online competitions hub, where…
Christmas is the season for food, family, and, of course, a good game of bingo. But let’s face it, those classic calls could use a little festive spice! We’ve teamed up with the ultimate food connoisseur and bingo expert Tubz to craft a brand new set of Christmas Food Bingo Calls and get his take on the most important meal of the year. Let the festive feasting begin! The Mains:…
Your chances of walking away with real cash from a casino bonus are set to improve significantly. New UK regulations are putting an end to unfairly high wagering requirements. From 19th January all casino sites must adhere to a 10x maximum wagering cap on bonus offers, following a landmark ruling by the Gambling Commission. Editor’s Note: Though your ability to convert bonus into real cash is improving, gambling is still…
Kenny Rogers was right. “If you’re gonna play the game, you gotta learn to play it right”. It’s Safer Gambling Week so we’re taking you back to school to teach you how your brain tricks you when you gamble – and what you can do to play smarter (and safer). 3. The Gambler’s fallacy Perhaps one of the best known terms in gambling. The gambler’s fallacy is the mistaken belief…
Anyone accessing gambling sites or visiting gambling venues this week will see traditional marketing taken down in favour of Safer Gambling posters, but does anyone actually notice – and more importantly does anyone actually care? conversations we are often reluctant to have From every angle I believe strongly that Safer Gambling Week is a vitally important campaign designed to raise awareness of safer gambling and to open up conversations that…
It may be Halloween but we’re officially saying goodbye to some financial frights in the world of gambling. A significant set of new measures are set to boost the clarity, and ease of use for gambling deposit limits. And there is proven evidence that changes like this will help. The core goal of these improvements is to increase consumer empowerment. Here is what these changes mean for your experience, starting…
Your chances of walking away with real cash from a casino bonus are set to improve significantly. New UK regulations are putting an end to unfairly high wagering requirements. From 19th January all casino sites must adhere to a 10x maximum wagering cap on bonus offers, following a landmark ruling by the Gambling Commission. Editor’s Note: Though your ability to convert bonus into real cash is improving, gambling is still…
Every December, game studios unwrap their festive releases. Cue games with Santa and jingling soundtracks. We’ve tested the newest and most popular Christmas slot games, checked the small print, and brought together the ones that genuinely stand out. In true WhichBingo style, here’s your honest guide to the best Christmas slot games 2025. What they do well, who they suit, and where to play them safely. The 6 Best Christmas Slot…
Kenny Rogers was right. “If you’re gonna play the game, you gotta learn to play it right”. It’s Safer Gambling Week so we’re taking you back to school to teach you how your brain tricks you when you gamble – and what you can do to play smarter (and safer). 3. The Gambler’s fallacy Perhaps one of the best known terms in gambling. The gambler’s fallacy is the mistaken belief…
Aviator, the popular ‘crash-style’ game has been unavailable to UK players for two weeks after its supplier, Spribe, had its operating licence suspended. With an estimated 42 million players per month worldwide and up to 350,000 bets placed every minute, the Aviator game is one of the most popular slot site games in the world. The incident, though frustrating, illustrates the role of regulations, to ensure – among other things…
Your chances of walking away with real cash from a casino bonus are set to improve significantly. New UK regulations are putting an end to unfairly high wagering requirements. From 19th January all casino sites must adhere to a 10x maximum wagering cap on bonus offers, following a landmark ruling by the Gambling Commission. Editor’s Note: Though your ability to convert bonus into real cash is improving, gambling is still…
Kenny Rogers was right. “If you’re gonna play the game, you gotta learn to play it right”. It’s Safer Gambling Week so we’re taking you back to school to teach you how your brain tricks you when you gamble – and what you can do to play smarter (and safer). 3. The Gambler’s fallacy Perhaps one of the best known terms in gambling. The gambler’s fallacy is the mistaken belief…
Anyone accessing gambling sites or visiting gambling venues this week will see traditional marketing taken down in favour of Safer Gambling posters, but does anyone actually notice – and more importantly does anyone actually care? conversations we are often reluctant to have From every angle I believe strongly that Safer Gambling Week is a vitally important campaign designed to raise awareness of safer gambling and to open up conversations that…
It may be Halloween but we’re officially saying goodbye to some financial frights in the world of gambling. A significant set of new measures are set to boost the clarity, and ease of use for gambling deposit limits. And there is proven evidence that changes like this will help. The core goal of these improvements is to increase consumer empowerment. Here is what these changes mean for your experience, starting…
The Traitors is back with a bang, and Season 4 has returned with a twist so big it’s already sent fans into full detective mode. The brand-new series launched to huge excitement, pulling in over six million viewers on night one, and it’s safe to say the show is already on track to be one of the biggest TV moments of the year. Off the back of the wildly successful…
We sat down with the one and only Rita Simons to chat about Eastenders, Panto (t’is the season after all), and what comes next for the star in 2026. “I remember Watching The Very First Eastenders Episode” Rita grew up watching Eastenders. “I was a massive fan. I watched the first ever episode with my mum, which must have been back in the 80s. I was born in the 70s…
Christmas Day and Boxing Day are perfect for relaxing, grazing on leftovers and, for some of us, sneaking in a quiet game of bingo. The festive downtime got us wondering: why is it called Boxing Day anyway? So we went looking for the answer. While families across the UK ask “Which is the better Boxing Day turkey recipe: turkey sandwiches or turkey curry?” These questions always also come up too: “Why do…
Christmas and TV belong together like turkey and stuffing; think Gavin and Stacey, the Morecambe and Wise Christmas Special, and Raymond Briggs’ The Snowman. So we’ve rounded up the 11 best Christmas TV picks for 2025: soaps, specials, game shows, films, and old favourites we expect to cause remote control arguments across the country. Every December, TV fans across the UK start asking the big question: “So, what’s on the box for…
by
Esther Rubin
5min
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.
2min 
Reader comments