ASA ruling leads to Rehab Bingo re-brand

ASA ruling leads to Rehab Bingo re-brand

Wednesday, March 14, 2018 Posted by Craig Davies
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The Broadway Gaming brand is now known as Rosy Bingo

Broadway Gaming has re-branded Rehab Bingo into Rosy Bingo, following an Advertising Standards Authority (ASA) investigation that found the name to be irresponsible when used in the context of gambling.

The ASA announced the investigation of two issues, firstly the website,, featuring the brand name throughout, and a paid-for-search ad on Google, appearing when ‘rehabbingo’ was searched for and stating ‘Join Official Rehab Bingo Now.’

Announcing a challenge based on whether the name “condoned socially irresponsible gambling behaviour that could lead to financial, social or emotional harm,” in addition to whether it suggested “that gambling could provide an escape from personal problems.”

Stating a willingness to change the name if requested to do so, it was also highlighted that a percentage of all funds raised from the site went to benefit The Rehab Group, who ran the site from its inception in 2005 until it joined the Broadway Gaming fold in 2014.

The firm also went on to detail the services that funds raised go to help as being “health and social care, training, employment and rehabilitation for adults, children, those with disabilities and socially disadvantaged individuals.”

Announcing its assessment, the ASA stated: “We acknowledged that Rehab Bingo was launched by the Rehab Group Charity to fundraise for their activities.

“However, we considered that, in relation to both ads, 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.

“We noted that the CAP Code required that ads must not suggest that gambling could provide an escape from personal problems such as loneliness or depression or that it could be a solution to financial concerns.

“We understood that the term ‘rehab’ was linked with the treatment and care given to help an individual suffering from physical or mental illnesses.”

Before detailing that Broadway Gaming had been told not to use the term rehab in the context of gambling, and, as such, advertisements must not appear in their current form.

Totally Gaming says: Despite the close links to the registered charity, The Rehab Group, and the allocation of a percentage of funds raised from the brand, the use of the term ‘rehab’ in this context, and connotations of it, would understandably raise a few eyebrows. The rebrand to Rosy Bingo seems a logical solution.

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