PR in the Philippines

(AsiaGameHub) –   The Advertising Standards Authority (ASA) has reversed an earlier ruling against Ladbrokes, determining that its “Ladbucks” ad campaign does not violate regulations aimed at safeguarding minors.

This revised decision supersedes one published in June 2025; following a re-evaluation, the regulator now concludes that complaints about the advertisements should be “not upheld.”

The case focused on television and video-on-demand ads promoting “Ladbucks” — a rewards program offered by Entain-owned Ladbrokes. The ads featured token-like coins and highlighted incentives such as free bets and free spins.

Two complainants argued that the name “Ladbucks” and its visual presentation could strongly appeal to children, as they resemble in-game currencies used in popular titles Fortnite and Roblox.

In its revised assessment, the ASA acknowledged similarities between Ladbucks and gaming tokens like V-Bucks and Robux. However, it concluded these similarities were too generic to create a strong appeal to under-18s.

The regulator noted that while token-based systems are common in video games, they are also widely used in adult-oriented contexts, such as loyalty schemes. It also highlighted key visual differences, including the darker color scheme and poker chip-style design of the Ladbucks token.

The ASA further determined that the ads lacked features typically associated with youth-focused content, such as cartoon imagery, characters, or fantasy elements. References to gambling games were brief and not presented in a way that would attract younger audiences, according to the authority.

Although the ads were subject to age-related restrictions — including post-watershed TV placement and controls on video-on-demand platforms — the ASA said these measures alone were insufficient to guarantee under-18s would be excluded from viewing.

As a result, the ads still needed to comply with rules preventing “strong” appeal to children. However, the regulator ultimately concluded they met these requirements.

The ASA investigated the ads under both the BCAP and CAP Codes and found no breaches. Both complaints were therefore dismissed, marking a reversal of its earlier position and clearing Ladbrokes’ campaign to continue running.

It’s not just the ASA cracking down

This decision represents a small victory for a gambling industry company in an advertising dispute. Regulators across Europe, not just the UK’s ASA, have become far more stringent regarding advertising in recent years.

Last year, the ASA penalized the brand William Hill (owned by evoke) for a voucher promotion deemed to encourage irresponsible gambling. The authority has also recently tightened its stance on social media influencers promoting gambling.

Across Europe, the Dutch regulator Kansspelautoriteit (KSA) has warned several operators for non-compliance, notably regarding gambling company logos visible during European football matches. The Irish Advertising Standards Authority (IASA) also pulled two of TonyBet’s YouTube adverts back in February.

However, the Ladbrokes ruling shows regulators aren’t just punishing for punishment’s sake. While the decision stems from an advert that first aired on TV in 2024, it reflects a level of accountability from the UK’s authority.