Graduate Student in Bingo Ad Sparks Age Concern

A televised promotion for Happy Tiger Bingo has been contested by the Advertising Standards Authority (ASA) for a possible infringement of the “Challenge 25” protocol. The UK’s advertising regulatory body determined that the commercial, showcasing a youthful male discussing his enjoyment of Happy Tiger Bingo, breached BCAP Code rule 17.4.6 by portraying an individual who could be interpreted as under the age of 25. The displayed caption identifying him as a “graduate student” further amplified apprehensions regarding his age.

The “Challenge 25” protocol is a prevalent practice in the UK for establishments such as bars, gaming venues, and other age-restricted locations. It mandates that anyone appearing younger than 25 furnish identification confirming they are of legal age.

The ASA contended that characterizing the man in the advertisement as a graduate student suggests he is probably between 18 and 25. They also highlighted that his somewhat uncomfortable demeanor and use of filler words like “obviously,” “like,” and “so yeah” contributed to this perception.

Joyful Feline Lotto faced consequences! Despite presenting evidence to the United Kingdom’s advertising regulatory body (the ASA) that the performer in their commercial was of legal age, the ASA maintained the advertisement portrayed him as appearing younger. It’s common knowledge that those wagering promotions frequently feature individuals with a youthful appearance. However, the ASA is taking a firm stance, and Joyful Feline Lotto is serving as a cautionary tale. Going forward, they are obligated to ensure all their promotional materials exclusively utilize individuals who appear to be over 25 years old.