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.
“You always feel welcome here.” Can you guess which top UK bingo hall got this rave review from our bingo expert Marc Almond (aka TikTok star CookingWithTubz)? Here’s a hint, this bingo hall gives you a free roast lunch, and have prize draws to win a PlayStation 5. We sent Marc to investigate and here’s how he rated his top 5 best bingo halls in the UK – do you…
“Where to start, really?” Jonny Unknown, founder of Dabbers Social Bingo, reflects on 7 years of live bingo events as he prepares to host the club’s birthday celebrations. “It’s certainly been a wild ride! So many highs, twists and turns – from navigating a pandemic to weathering the cost-of-living crisis – but we’re still here.” We’ve ranked the top 42 Bingo Offers offers in the UK. Check out our full…
A new bingo brand has arrived, and this one’s got stripes! Introducing Zebra Bingo: We always get excited when there is a new bingo site, so we wanted to give you all the details. What Is Zebra Bingo? Zebra Bingo is the latest bingo site to join the lovely bingo community. It offers slots, live casino, table games, Slingo, jackpot games, and more. And it’s an exclusive launch only on…
Winlandia Bingo is launching with a bang, new customers can get an incredible offer – available only on WhichBingo: So get ready, bingo fans! Because a fresh face has joined the UK’s online bingo scene. Only on WhichBingo: A Better Offer Than Signing Up Directly We’ve secured a special deal that you won’t find anywhere else – it’s even better than the welcome offer on the main Winlandia website! Winlandia…
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…
If you want to get more treats than tricks, we’ve created the ultimate guide to the best Halloween bingo games, online Halloween slot games, and the spookiest bingo events. Featuring ‘ugly drag queens’, slasher fishermen, and more; we’ve got Halloween bingo events from Bongo’s Bingo, offers from Heart Bingo, Big Bass Halloween slot details, and more. So, forget ghosts and ghouls, the scariest thing this autumn would be missing out…
If like us you’re joyful at just the mere sound of the famous intro, you’ll be pleased to know that Big Brother is back. Bigger, bolder, and better (the jury’s still out on that one) than ever. The iconic reality TV format has returned to our ITV2 screens, and once again, it has the nation talking. This time, there’s a new partnership that caught our eye. Joining the likes of…
The Walking Dead has always been about survival against impossible odds, and now there is a slot game to match. To celebrate the launch of the new The Walking Dead – The Ones Who Live slot game and tv series, we have an exclusive free spins offer: Plus you’ll be getting exclusive early access to the game via Winlandia. Recap: The Walking Dead – The Ones Who Live When The…
If you want to get more treats than tricks, we’ve created the ultimate guide to the best Halloween bingo games, online Halloween slot games, and the spookiest bingo events. Featuring ‘ugly drag queens’, slasher fishermen, and more; we’ve got Halloween bingo events from Bongo’s Bingo, offers from Heart Bingo, Big Bass Halloween slot details, and more. So, forget ghosts and ghouls, the scariest thing this autumn would be missing out…
The Walking Dead has always been about survival against impossible odds, and now there is a slot game to match. To celebrate the launch of the new The Walking Dead – The Ones Who Live slot game and tv series, we have an exclusive free spins offer: Plus you’ll be getting exclusive early access to the game via Winlandia. Recap: The Walking Dead – The Ones Who Live When The…
When you’ve gotta bingo, you’ve gotta bingo and this has made for some… interesting spots for people to play the classic game. The digital age has unleashed an online bingo revolution, and it’s happening in the most unexpected (and often hilarious) places. The 2025 WhichBingo Bingo Player Survey, polling 1,200 UK players, revealed a glimpse into the bizarre world of online bingo habits, proving that Brits will squeeze in a…
What does your favourite bingo or casino site say about you? Well, we have analysed all 265,000 votes and data from the WhichBingo Awards 2025 – to reveal how your vote played a key role, which sites and games made an unseen impact, and what it might say about you… You can view all the WhichBingo Awards 2025 winners here. What Your Favourite Bingo Site Says About You: Your Voting: The Big Picture 2025…
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…
Gamblers are set for a major win as a new law will soon cap bonus wagering requirements. The changes, which will come into force on 19 January 2026, will cap casino bonus wagering requirements at a maximum of 10x times the bonus amount, a significant drop compared to the wagering requirements some sites have of 65x and higher. Big Win For Players: From £650 to £100 So, how will these…
The Department for Digital, Culture, Media and Sport (DCMS) has announced two measures to improve player protection designed to reduce the risks of gambling addiction while ensuring that more operators contribute to helping people affected. The changes involve new stake limits and a statutory levy. Let’s read more about it. 1. New Stake Limits While full details have yet to be outlined, based on the Gambling Review’s White Paper, the…
Safer gambling week is upon us once again but what does that mean for the gambling industry and those who play? For gambling companies it is an opportunity to engage with their customers and promote the various tools that are on offer to help players manage their gambling spend, their time spent gambling and their access to gambling. For consumers it is a chance to have open and honest conversations…
Ten years after her unforgettable stint in the I’m A Celebrity jungle, Helen says she’s channelling that same resilience into a new chapter filled with honesty, humour, and self-belief. “I’m 35 now, and I feel like I’m just doing things my own way,” Helen says. “I’ve had my kids, and now I’m really enjoying focusing on my work and myself.” Helen Flanagan chats exclusively with WhichBingo about motherhood, co-parenting, and…
Alan, Alan, Alan – what will get you in the end? Your lack of giggle control or your inability to tell the group with a straight face that you’re a Faithful? As we head towards the end of Celebrity Traitors 2025 (BBC1, 9pm, Thursday 6th November) we thought we’d take stock of our final five. Folks here at WBHQ aren’t convinced Alan will be able to wiggle his way out…
High Scores and Higher IQs: Who’s Really Winning the Console Brain Game? Updated 2025 results Playing video games does have its benefits, as recent studies have shown that enjoying some online action can improve your brain and cognitive function, but you may have reservations, particularly if you’ve ever tried multiplayer games. To find out which video game player bases are the smartest, WhichBingo surveyed 1,010 gamers (aged 18+) and partnered up with a…
If you’ve been watching Celebrity Traitors 2025 and see yourself as a cool, calm Cat or giggling Alan (who seems to be absolutely drunk on Traitor power), this one’s for you. Underneath the cloaks and cackling (Alan, again), The Traitors is actually a masterclass in human behaviour which shares its playbook with another mind game: online poker. Reading people, expression control, and bluffing with conviction, whether you’re sitting around the…
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.
4min 
Reader comments