ASA blasts PokerStars over ‘irresponsible’ influencer advert

The UK’s Advertising Standards Authority (ASA) has issued a significant warning to Stars Interactive, the operating entity behind PokerStars, regarding a “socially irresponsible” advertisement that prominently featured social media influencers.

On December 23, 2022, PokerStars released the advertisement on its official Instagram account, showcasing influencers Rory Jennings and Adam McKola engaged in a playful challenge within a casino environment.

The premise of the advertisement revolved around a contest to determine who could amass greater winnings by wagering £100 (€120/$129) across ten spins on a slot game.

During the video, McKola is depicted securing substantial wins across several spins, including notable individual payouts of £185 and £100. When Jennings inquires about strategies for success, McKola quips about “heating your finger up.” The following scene portrays Jennings blowing on his fingers before spinning the wheel, resulting in further winnings.

Ultimately, McKola’s ten spins culminated in £622 in credits, while Jennings concluded with £240. McKola humorously remarked, “Yeah, I’m just a lucky guy.” The video wrapped up with Jennings expressing disbelief about his results, stating, “Can you believe that? I invested £100, and five minutes later, £240 because of my skill at slots.”

After the advertisement was disseminated, a single complainant reached out to the ASA, questioning whether the ad depicted or endorsed gambling behavior that could be deemed socially irresponsible or potentially harmful financially.

PokerStars Acknowledges Compliance Breach

In response to the ASA’s inquiry, PokerStars admitted that the advertisement did not adhere to the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code). The company recognized that the ad was published in error and was promptly removed from Instagram upon receipt of the complaint.

PokerStars further indicated that it has implemented mandatory compliance training for staff involved in UK advertising campaigns, demonstrating its commitment to adhering to relevant legislation, regulations, and industry standards.

The ASA upheld the complaint, emphasizing that the advertisement breached the CAP Code, specifically citing rules 16.1, 16.3, and 16.3.1, all of which are crucial to gambling advertising compliance.

In its ruling, the ASA concentrated on the frequent portrayal of McKola winning considerable amounts in a very short timeframe, suggesting a misleading portrayal of guaranteed success. Furthermore, it noted that Jennings, despite being depicted as losing in the challenge, also appeared to profit, reinforcing a problematic narrative.

The ASA expressed concern over the visual of Jennings blowing on his fingers and subsequently winning, insinuating that luck or trivial actions could lead to significant financial gain.

Moreover, the ASA took issue with Jennings characterizing playing slots as an “investment.” This, combined with the consistent depiction of effortless wins, suggested a cavalier approach to gambling, which could potentially encourage impulsive and repetitive gambling behavior among viewers.

Consequently, the ASA concluded that the advertisement effectively promoted gambling behavior that is socially irresponsible and carries the potential for harm. Thus, PokerStars was deemed to have violated CAP Code regulations by featuring the advertisement on its Instagram platform.

The ASA has instructed PokerStars that the advertisement must not be reissued in its current form. The agency further cautioned the operator about its future advertising practices, insisting that promotional content must not trivialize gambling or encourage irresponsible behavior that could lead to financial, social, or emotional distress.

“Their advertisements must avoid trivializing gambling, advocating for frequent engagement, or framing gambling as an investment,” the ASA stated emphatically.