ASA Overturns Ban on Ladbrokes Ad 10 Months After First Ruling

The UK’s Advertising Standards Authority (ASA) has reversed a decision to ban a Ladbrokes ad promoting its Ladbuck rewards program, ruling it was not likely to be of strong appeal to people under the age of 18.

The TV ad was seen on December 17, 2024, informing viewers of 100 million Ladbucks which would be dropping weekly. Ladbucks could be collected on free-to-play games, and players could choose rewards such as free spins and free bets.

Ladbucks could also be used to play games for free in the Ladbucks Arcade. The ad featured imagery of coins that displayed the initials ‘Lb’.

Two complainants believed the term Ladbucks was likely to appeal to people under the age of 18, and challenged whether the ad breached the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP code).

Initial ruling

An initial ruling by the ASA last June upheld the complaint, on the grounds the ads had appeared in mediums where under-18s could not be entirely excluded from the audience. The ASA also considered that several online games which are popular with under-18s, such as Roblox and Fortnite, also offer in-game currencies.

However, ASA rulings can be appealed through an independent review process. While it is not explicitly clear as to whether Ladbrokes appealed the decision, the ASA has published an updated review of the complaint, and has this time ruled the ad was not likely to appeal to underage players.

Reasons for u-turn

The ASA took into consideration Ladbrokes’ defence that the ad was screened after the 9pm watershed and that both the TV and video-on-demand ads appeared on platforms which had age-restricted controls. The ASA also felt the appearance of the Ladbuck, which was reminiscent of a poker chip, indicated the Ladbuck is part of a gambling product, and not a replication of what is seen in other popular online games.

The ASA said in its updated ruling:

“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.

“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.”

What happens next?

It is somewhat surprising the ASA has published this updated ruling, particularly as it is 10 months on from the initial ruling and 18 months after the ad aired.

As the ASA is self-regulatory, it only has the power to rule that certain ads cannot be seen again in the form complained of. The ASA’s decision to overturn its previous decision would mean Ladbrokes would be able to air the ad again if it wished to do so.

While Ladbrokes is still running the Ladbucks promotion, it would be unlikely for Ladbrokes to re-air the ad after a lengthy period, especially if details of the promotion have changed.

However, Ladbrokes is now safe to run new ads on the Ladbucks promotion without the worry of those ads being banned for the reasons which the ASA banned the original one.

Closures in Ireland

In March, reports suggested Ladbrokes is to close 39 betting shops in Ireland, putting 226 jobs at risk, as a result of rising labour, energy and property costs.