PokerStars has been pulled up by UK advertising regulators over a social media video that didn’t sit well with the rules on gambling promotion. The Advertising Standards Authority (ASA) banned the ad after finding it made gambling seem too easy and risk-free.
Good to know
- UK ad rules prohibit gambling ads that downplay risks or mislead about winning.
- The ad was removed after just one complaint.
- PokerStars has retrained staff on advertising standards.
The now-removed Instagram video featured YouTubers Rory Jennings and Adam McKola competing in a slot machine challenge. Both started with £100, and the clip showed McKola walking away with £662 and Jennings with £240. It aired on December 23, 2023, through PokerStars’ official Instagram account.
What stood out to regulators wasn’t just the winnings—it was the way the video presented them. In one moment, McKola blew on his finger like he was about to deliver a trick shot and then pressed the button to win. That small action, the ASA said, gave the impression that simple gestures or luck could easily lead to big rewards.
Gambling Ads Must Not Mislead
The decision comes at a time when gambling regulations in the UK are being reviewed. With the Labour Party now in control of government following the 2024 elections, many expect more policy updates, especially around online gambling and player safety.
Under the UK’s CAP Code, gambling ads cannot promote behavior that could lead to emotional, financial, or social harm. The rules are clear: marketing must not present gambling as an easy way to make money or suggest it’s based on skill or superstition.
The ASA made its ruling after receiving just one complaint. After reviewing the content, it concluded the ad crossed the line by showing a potentially misleading view of online slots.
Officials stated, “His action of blowing on his finger and pushing the button to win more money gave the impression that luck or simple actions could lead to significant rewards.” That, the ASA said, risked encouraging “socially irresponsible” gambling behavior.
PokerStars Responds and Removes the Ad
PokerStars didn’t dispute the ASA’s conclusion. The company explained that the ad was mistakenly posted and was taken down shortly after. In response, it has trained its staff to avoid similar issues in the future and to stick to UK advertising rules more carefully.
For now, PokerStars is on notice to avoid any content that could be interpreted as promoting easy wins or downplaying gambling risks.
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