Online gaming giant PokerStars incurred the wrath of the UK’s Advertising Standards Agency (ASA) last week following a controversial social media advert, which the regulators claim was complicit in recklessly minimizing the monetary risks of gambling.
The Instagram ad featuring YouTubers Rory Jennings and Adam McKola was swiftly banned for misleading viewers into believing gambling could be a way to easy financial success.
Posted on 23rd December 2024, the video presented the pair participating in a £100 slots challenge within a casino setting. While McKola managed to win £662.50, Jennings, on the other hand, walked away with £240, despite losing the challenge itself.
The ASA determined eluded to the conclusion that gambling always pays off.
In the banned ad, McKola could be heard telling Jennings to “heat his finger up” before pressing the slots spin button, suggesting this simple trick could potentially boost his winnings.
ASA slammed this, stating, “His action of blowing on his finger and pushing the button to win more money gave the impression that luck or simple actions could lead to significant rewards.”
It turns out that a single complaint was all that was needed to trigger an investigation, leading ASA to find PokerStars in violation of CAP Code (Edition 12) rules 16.1, 16.3, and 16.3.1.
The foundation of these policies is designed to ensure betting ads cannot mislead consumers about the potential outcomes of gambling, particularly when it is applied in the context of a potential ‘risk-free investment’.
Stars Interactive, who trade as PokerStars, held their hands up and admitted the ad failed to comply with the CAP code and removed it immediately. Attempting to defend itself, the firm emphasized its commitment to responsible advertising, which they say includes mandatory compliance training for all employees involved in UK ad campaigns.
However, ASA wasn’t satisfied with just the removal of the ad and warned: “(PokerStars) ads should not trivialize gambling, encourage frequent and repetitive participation, or describe gambling as an investment.”
The PokerStars debacle is just the latest in a series of controversial gambling ads in the UK, with rival bookmaker Ladbrokes also drawing criticism for targeting “exhausted parents” with gambling promotions through a baby monitor app.
As gambling firms skirt the line of advertising compliance in the attempt to court new and existing customers, it’s fair to say the Advertising Standards Agency faces an increasing workload to keep tabs on the existing notion of a rise of problem gambling in the UK.
