A PokerStars advertising that surfaced on the company’s official Instagram account on December 23 of last year has been prohibited by the Advertising Standards Authority (ASA). Influencers Rory Jennings and Adam McKola were shown in the advertisement playing a slot game challenge in a casino.
In order to determine who might win the most money, the two influencers wagered £100 over ten spins. In the video, Jennings jokingly requested winning strategies as McKola recorded noteworthy winnings of £185 and £100. Following McKola’s amusing suggestion to “heat your finger up,” Jennings blew on his fingers and won further money.
By the end, McKola had amassed £622 in credit, while Jennings stood at £240. Jennings then declared, “Can you believe that? I invested £100 and five minutes later, £240 because of my skill at slots.”
ASA’s Concerns and Ruling
Following the ad’s release, a single complainant contacted the ASA, questioning whether it promoted gambling in a socially irresponsible manner. Upon review, the ASA concluded that the ad breached the Committee of Advertising Practice (CAP) Code under rules 16.1, 16.3, and 16.3.1.
The watchdog expressed concerns over how McKola’s frequent wins created a “false sense of guaranteed success.” Additionally, the visual of Jennings blowing on his fingers and immediately winning suggested that luck or trivial actions could influence outcomes.
The ASA also criticized Jennings’ assertion that gambling was an “investment.” It determined that this language trivialized gambling and encouraged viewers to believe they could achieve similar financial gains.
In response, PokerStars admitted that the ad violated advertising regulations. The company explained that the ad was published by mistake and was promptly removed once the complaint was received. It further assured the ASA that staff involved in UK advertising campaigns undergo mandatory compliance training.
The ASA warned PokerStars that future ads must not encourage socially irresponsible gambling or imply that gambling could serve as a financial strategy. The regulator emphasized, “Their ads should not trivialise gambling, encourage frequent and repetitive participation, or describe gambling as an investment.”
This ruling serves as a reminder of the strict guidelines around gambling advertisements in the UK, designed to protect consumers from misleading promotions.
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