Foxy Bingo is the latest online bingo operator to find their TV advert being scrutinized by the Adverting Standards Authority (ASA) after a complaint was made by a viewer who believed that their ad would appeal to children as the main character in their ad was a fox. Their ad has now been given the all clear by the ASA, but the same cannot be said for William Hills or Camelot’s Bingo adverts as they were both made to remove them from TV viewing in their current forms.

A lengthy and time consuming investigation was made on the (cashcade) Foxy Bingo Advert, but it was found to be in compliance with all advertising restrictions that are placed on gaming operators, one of which is that any bingo or any gaming adverts are not allowed to be aired in the middle of children’s programs or adjacent to them and they can only be shown of programs that appeal to the adult population like the Jeremy Kyle show. Foxy Bingo sponsor the Jeremy Kyle show and they advertise their site at every commercial break during the show itself that is currently aired each week day.

The fox has always played a predominant role in all advertising made by Foxy Bingo, Jordan, aka Katie Price kick started their first ever campaign in which the fox played his part. Jordan is no longer the face of Foxy Bingo as the fox himself as stepped into that role also receiving a re-vamp in the process as he looks much friendlier now than he used to.

Cashcade, owners of Foxy Bingo also took it upon themselves to review their advert themselves and they came to the same conclusion as the ASA, in which their ad did not contain any negative impact on children and their main character the (fox) is older, he dresses in a tailored suit, holds a walking stick and is made to appeal to the older generation and not kids. The song that Foxy Bingo used in their advert was “We are Family” by Sister Sledge and yet again was aimed at the older audience. Foxy Bingo even used real online bingo players that frequent their online bingo site to make the advert itself and I must say that it is one of the better online bingo TV adverts that I have seen.

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