A recent promotional piece for Mecca Bingo, showcasing British drag performer Baga Chipz, was deemed inappropriate and subsequently prohibited. The advertisement, displayed on the social media platform Instagram, presented Baga in two distinct appearances accompanied by the phrase “Me pre and post Mecca Bingo.” The initial depiction of Baga was unadorned and conveyed a melancholic expression, while the subsequent image portrayed Baga as alluring, joyful, and holding a glass of sparkling wine. The regulatory body for advertising in the UK, known as the ASA, concluded that the advertisement implied a connection between participating in gambling activities and an enhancement of one’s self-perception and assurance, a message that contravenes established advertising guidelines.
The United Kingdom’s Advertising Standards Authority (ASA) determined that a promotional piece from Mecca Bingo was not in line with responsible advertising practices. The advertisement, which showcased drag performers, was found to imply that participating in gambling activities could lead to a boost in self-worth or social position.
Although the ASA recognized that individuals acquainted with drag culture might interpret the ad’s context differently, they concluded that the overarching message suggested a connection between engaging in gambling and an improved self-perception. As a result, the ASA prohibited the advertisement from being displayed again in its present format and has engaged in discussions with Mecca Bingo to mitigate the occurrence of comparable situations moving forward.
