Broadway Gaming has made significant changes to one of its brands, after action was brought forward by the Advertising Standards Authority (ASA).
Rehab Bingo has become Rosy Bingo following investigations by the advertising industry regulators into its website, www.rehabbingo.co.uk, and a paid for advert which appeared on Google when “rehabbingo” was searched for, and promptly stated “Join Official Rehab Bingo Now.”
The ASA states that its challenges were to distinguish whether the name “Rehab Bingo” condoned socially irresponsible gambling behaviour, which could lead to financial, social or emotional harm, as well as suggesting gambling could provide an escape from personal problems.
Responding Broadway Gaming pointed to a percentage of raised funds going to the registered charity The Rehab Group, who launched the site in 2005, in addition to indicating a willingness to change the name upon request.
In its ruling the ASA detailed that the CAP (Committee of Advertising Practice) code requires that ads must not “condone or encourage gambling behaviour that was socially irresponsible or could lead to financial social or emotional harm.”
Whilst acknowledging the work of the Rehab Group charity, it was ultimately concluded that “using the term ‘rehab’ in the context of gambling, where players were susceptible to addiction which could cause social, emotional and financial harm, was socially irresponsible.”
Adding that the ads in question must not appear in their current form, and telling Broadway Gaming “not to use the term “Rehab” in the context of gambling.”
In addition the ASA also ruled on a Pink Casino advert for a “free game,” that was deemed misleading due to the fact a cost was involved.
Relating to an email titled “100% Losses Back + Free Scratchcard,” text regarding an offer for a free Deal or No Deal scratchcard game stated “One Free Game! Don’t forget to also claim your free Deal or No Deal scratchcard! No deposit required, just opt in with code DEAL and start scratching!**”
With the asterisks explained at the foot of the email, “Offer only available to those in receipt of this email. Opt in with code DEAL before 23:59 Sunday 30th July. Free scratchcard will be awarded as £1 bonus with 10x wagering requirement”.
The complainant challenged the “free” nature of the offer, due to having their cash winnings from elsewhere on the website taken as part of the scratchcard’s wagering requirements after opting in.
An issue that was upheld by the ASA, who ruled that the ad must not appeal again in its current form and informed Pink Casino “not to claim that their promotions were ‘free’ if there was a cost involved in taking advantage of the offer.”