Entain Welcomes ASA’s Reversal of Ladbrokes Advert Ruling

(AsiaGameHub) –   Entain has expressed its support for the decision by the Advertising Standards Authority (ASA) to overturn a previous ruling that found a Ladbrokes advertisement potentially had strong appeal to people under the age of 18 and violated the BCAP and CAP Code.

‘Ladbucks’, the operator’s in-game currency for free-to-play titles, was the focus of the Entain-owned brand’s advert, which was broadcast on TV on 17 December 2024 and on video-on-demand platforms on 23 December 2024 respectively.

A voiceover featured in the advert said: “This is a Ladbuck, the new way to get rewarded at Ladbrokes, and these are some of the 100 million Ladbucks that will be dropping weekly. Collect them on our free-to-play games and choose rewards like free spins, free bets and more.

“Over 100 million Ladbucks dropping every single week. Plus, you can even use them to play your favourite games for free in our Ladbucks arcade. Like Fishin Frenzy and Goldstrike. Start collecting at Ladbrokes.com.”

Visuals of coins marked with the initials ‘Lb’ appeared in the advert, alongside on-screen text that read ‘100m LADBUCKS’, ‘FREE BETS’ and ‘FREE SPINS’.

Last June, the ASA sided with two complaints filed against Ladbrokes over the advert, claiming that the name and design of Ladbucks could appeal to minors because they bore similarities to ‘V-bucks’, the in-game currency for Fortnite, and ‘Robux’ used in Roblox, given the large number of under-18s that play these video games.

As a result, the regulator ruled the advert broke gambling advertising rules, ordering the operator not to run the advert again in its existing form, and to avoid including content in future adverts that holds strong appeal to under-18s or aligns with youth culture.

However, in a recent update, the ASA has now reversed that earlier decision.

A spokesperson for Entain told iGaming Expert: “We welcome the ASA’s decision to overturn its original ruling on Ladbucks advertising.

“The independent review has recognised that this was a responsibly designed marketing that does not have a strong appeal to under-18-year-olds.”

In its updated ruling, the ASA noted that while the Ladbucks tokens had some shared features with other in-game currencies, their poker-chip styling ‘primarily reflected long-established gambling industry conventions’, was clearly different from V-bucks and Robux in its use of bright colours, and was not used in a way that made references to specific video games.

“We considered that although the name Ladbuck alongside the token’s imagery created some parallels with in-game currencies popular with under-18s, those similarities were not obvious enough to make the ads likely to be of strong appeal to under-18s,” the ASA stated.

“Those similar features were generic and did not invite an obvious comparison with the tokens used in Fortnite and Roblox. Therefore, we concluded the ads were not likely to be of strong appeal to under-18s.”

The revised ruling added that no further action is required from Entain in relation to the Ladbrokes advert.

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