ASA Upholds Complaints Against Ladbrokes Over Ladbucks Ads
The UK’s Advertising Standards Authority (ASA) has recently upheld complaints against Ladbrokes regarding their Ladbucks advertising campaign, stating that the ads could potentially appeal to minors. The complaints were centered around two TV and VOD ads that originally aired in December 2024, promoting Ladbrokes’ new product, Ladbucks.
Complaints and Concerns
The ASA received complaints suggesting that the term “Ladbucks” used in the ads could attract minors due to its resemblance to popular video game currencies like Fortnite’s V-bucks and Roblox’s Robux. Concerns were raised that this could be a breach of the BCAP and CAP Codes.
Ladbucks Description and Defense
Ladbrokes described Ladbucks as tokens that allow players to participate in free-to-play games and earn various rewards such as free spins and free bets. The company claimed to offer 100 million Ladbucks weekly and justified the name by stating that “bucks” is synonymous with dollars, not with youth culture.
Despite the complaints, Ladbrokes defended their product, emphasizing that Ladbucks had no monetary value, expired if not used, and were only accessible to adult players with Ladbrokes accounts. They believed that their restrictions were sufficient to prevent minors from being attracted to their offerings.
ASA’s Decision
After a thorough investigation, the ASA concluded that the Ladbucks ads did breach the Code by potentially appealing to underage individuals. They pointed out that the visual representation of the digital token, resembling coins, along with the term “bucks,” could evoke associations with video games popular among children.
Considering the widespread popularity of games like Fortnite and Roblox, the ASA disagreed with Ladbrokes’ assertion that “bucks” had no ties to youth culture. As a result, they ruled that the ads must not be aired in their current form to avoid further appeals to minors.
Impact and Future Compliance
This ruling serves as a reminder for operators in the online gambling industry to be cautious about their advertising strategies, especially when it comes to potential appeals to underage audiences. Advertisers must take into account the cultural references and visual elements used in their campaigns to ensure compliance with regulatory standards.
Overall, the decision by the ASA highlights the importance of responsible advertising practices in the online gambling sector to protect vulnerable groups, such as minors, from potentially harmful influences.
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