In a rare regulatory twist, the UK Advertising Standards Authority (ASA) has ruled in favor of Mecca Bingo Ltd, stating that a light-hearted, emoji-filled Tom Hanks movie quiz posted on Facebook did not breach gambling advertising rules under the UK’s CAP Code. The decision, issued on July 16, 2025, offers some breathing room for brands navigating strict social media standards — or in this case, a “Houston, we have no problem” moment.
ASA Clears Mecca Bingo’s Emoji-Packed Tom Hanks Quiz Post in Surprise Ruling
Not Just Child’s Play
The post challenged followers to guess Tom Hanks films using emoji clues, including teddy bears, rockets, and mermaids. A complaint argued these symbols might appeal to children. However, Mecca Bingo submitted platform data showing that fewer than 3 percent of its audience was aged 18 to 24, with even fewer under 18.
The post was not paid content, did not promote gambling incentives, and did not feature Tom Hanks himself. ASA reviewed the post’s tone, design, and content elements and concluded that while some emojis could be considered childlike, the overall message lacked the characteristics typical of content that appeals to minors. It was a movie quiz, not a gambling promotion.
ASA’s Strong Appeal Test
Since October 2022, the ASA has shifted its regulatory approach, focusing less on audience percentages and more on content appeal. The key question is whether a post appears or feels like something children would find engaging.
This new standard recently led to enforcement against another operator, Play’n GO, for using cartoonish imagery. Mecca Bingo avoided such missteps by not referencing gambling, maintaining platform age restrictions, and using nostalgic rather than childish themes.
Why Marketers Must Be Careful with Emojis
Regulators are closely watching emojis because they serve as quick emotional cues, especially popular among Gen Z. Though emojis seem harmless, they can carry unintended marketing signals that appeal to youth. Even unpaid, natural posts are not immune to scrutiny.
How Operators Can Stay Compliant
Mecca Bingo responded by voluntarily removing the post, creating new internal guidelines for emoji use, training regional ambassadors, and reviewing their content archive.
Other operators are encouraged to:
- Assess all content—not just ads—for youth appeal
- Pre-approve quiz-style posts and heavy emoji usage
- Use effective age verification tools
- Maintain clear internal records of content approvals
Avoiding regulatory penalties is important, but so is protecting brand integrity.
Looking Ahead
ASA is expected to release new guidance on related topics, including:
- Licensed characters in slot games
- Quiz formats on social platforms like TikTok and Instagram
- Influencer campaigns connected to real-money gambling
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