PokerStars Ad Banned for Promoting ‘Guaranteed’ Gambling Wins
Online gaming giant PokerStars has recently come under scrutiny from the UK’s Advertising Standards Agency (ASA) due to a contentious social media advertisement. The ASA contends that the ad recklessly downplayed the financial risks associated with gambling, raising significant concerns about responsible marketing practices within the industry.
The particular advertisement in question, which aired on Instagram on December 23, 2024, featured popular YouTubers Rory Jennings and Adam McKola engaging in a £100 slots challenge in a casino environment. While McKola successfully won £662.50, Jennings left with only £240, despite being deemed the loser in this challenge. This narrative problematically implied that gambling can lead to easy and substantial financial gains.
The ASA’s assessment indicated that the advertisement painted an overly optimistic picture of gambling, leading viewers to inaccurately believe that they could achieve financial success with minimal risk. In one disconcerting moment from the video, McKola instructs Jennings to “heat his finger up” before pushing the slots’ spin button, suggesting that such a trivial action might influence the outcome of the game. The ASA condemned this implication, asserting that the portrayal gave viewers the misleading impression that luck—or simple actions—could yield significant rewards from gambling.
Remarkably, it took just one complaint to trigger a comprehensive investigation by the ASA, culminating in findings that PokerStars was in violation of several provisions of the CAP Code (Edition 12), specifically rules 16.1, 16.3, and 16.3.1. These regulations are in place to ensure that gambling advertisements do not mislead consumers regarding the potential outcomes and risks involved, particularly when described in the context of a ‘risk-free investment.’
In acknowledgment of their misstep, PokerStars’ parent company, Stars Interactive, admitted that the advertisement did indeed breach the CAP code and promptly took it down. The company has stated its commitment to responsible advertising and highlighted ongoing compliance training for all employees involved in UK marketing campaigns as part of its efforts to maintain industry standards.
Nevertheless, the ASA has issued a stern warning beyond the ad’s removal, stating that PokerStars must ensure that future ads do not trivialize gambling, encourage excessive participation, or characterize gambling as a viable investment opportunity. This incident reflects a growing concern among regulators about the portrayal of gambling in advertising, especially amid increasing public discourse surrounding problem gambling in the UK.
The controversy surrounding PokerStars is not isolated. Other operators, such as rival bookmaker Ladbrokes, have also faced criticism for their advertising strategies, particularly for targeting vulnerable demographics—such as “exhausted parents”—with promotional offers via innovative channels like baby monitor applications.
As the gambling industry continues to navigate the fine line between attracting new customers and adhering to advertising regulations, the burden on the Advertising Standards Agency is intensifying. With the noted rise in problem gambling, stakeholders are compelled to prioritize responsible marketing practices and transparency, mitigating risks while fostering a safer gambling environment for consumers.
In conclusion, the recent incident with PokerStars serves as a compelling reminder of the critical need for the gambling industry to adopt ethical advertising practices. As regulations tighten and public scrutiny increases, companies must strive to create informative, responsible marketing that accurately conveys the risks and realities of gambling.
