Online Bingo Advertisement Banned in the UK

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        Online Bingo Advertisement Banned in the UK
        Monday, March 22nd, 2010
        An online bingo advertisement has been banned for using negative racial stereotypes and seemed to make fun of black people.

        The advertisement consisted of two men; one white wearing a white suit while the other was black and wearing a tacky floral shirt.  Both men were sitting around a fire while the black man played a ukulele and repeated everything the white man said in a singsong voice.  The advertisement was criticized for making it seem as though the white man had power over the black man.

        The Advertising Standards Association (ASA) of the UK is responsible for reviewing any complaints related to advertising.  They found that this particular one was indeed offensive and demanded that it be removed from television.  Specifically, the ASA claimed that the advertisement could be construed as humiliating, stigmatising and undermining the character portrayed by the black man.

        The ASA has been forced to make several decisions lately regarding gambling advertisements.  They recently removed one where a single mother insisted that gambling significantly improved her financial standing.  Some thought that it was irresponsibly promoting gambling and implied to those with financial difficulties should see gambling as a solution to their problem.

        While online gambling is legal in the UK, operators have to be careful that their advertisements don’t make any promises to people who would be easily influenced.  Operators are expected to maintain a level of responsibility when creating advertisements.

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