Gambling ads in the UK during the first two months of new rules shows "exceptionally high compliance rate" according to the Advertising Standards Authority. Out of 784 advertisements from a broad range of media, only seven breached the new advertising codes.
One of the contentious ads belongs to the National Bingo Gaming Association. The televised ad featured "a woman buying items . . . marked with an oversized bingo pen. The advertisement finished with the woman buying a mansion for her relatives before spotting a jogger with surgically enhanced breasts. After looking at the breasts with envy, the woman pushed her chest out and the bingo pen hovered over the jogger's breasts." The ASA says the ad suggests that gambling can improve self-image or self-esteem.
The ASA wrote to the companies who ran the questionable ads, asking for written assurance that the ads be withdrawn. No fines or penalties were administered.