The world of online gambling is under intense scrutiny, and Ladbrokes has just paid the price. In promoting its Ladbucks rewards programme, the British operator has crossed a red line in the eyes of the UK’s advertising regulator. The Advertising Standards Authority (ASA) ruled that the campaign, although intended for adults, borrowed too clearly from the visual and linguistic codes of video games aimed at minors, such as Fortnite or Roblox. As a result, the campaign was immediately banned from broadcast.
Background and case
In December 2024, Ladbrokes, a subsidiary of Entain, launched a campaign to promote its ‘Ladbucks’ rewards system: virtual tokens offered via games, redeemable for free spins or free bets. Two consumers alerted the ASA: in their view, the term Ladbucks, the aesthetics of the tokens and their use were strongly reminiscent of virtual currencies popular with miners, such as V-bucks or Robux.
Ladbrokes’ defence
In response to these accusations, Ladbrokes defended itself by stating that Ladbucks cannot be bought with real money, that they have no direct financial value and that their use is strictly reserved for adults.
The operator also explained that the choice of the term “bucks” was simply a generic reference to the notion of “dollar” in the English language, and in no way sought to draw inspiration from the codes of gamer culture.
In addition, the advertising campaign had been approved by Clearcast, the UK’s television advertising regulator, and was broadcast on Channel 4 with a specific adult target audience.
Analysis and sanction by the ASA
Despite these arguments, the ASA was not convinced. It felt that the structure and sound of the name Ladbucks was too close to the virtual currencies popular with young gamblers. The image of the round, shiny tokens with the “Lb” logo reinforced this impression. The very mechanics of the programme – collecting and spending these tokens in an online “arcade” – reproduced a model familiar to minors who frequent video game platforms.
The ASA drew on recent data to reinforce its position: according to OFCOM figures for 2024, 60% of children aged between 3 and 17 play online games, and 89% of teenagers aged between 11 and 18 do so at least once a week. Roblox, for example, has almost 32 million daily users. These figures demonstrate the pervasiveness of virtual currencies in the lives of young people, and explain why the ASA considers that the “Ladbucks” campaign is likely to attract this vulnerable audience.
The regulator concluded that the advertisement contravened the rules of the British Code of Advertising Practice (CAP Code) and the Broadcast Committee of Advertising Practice (BCAP Code), which strictly prohibit all gambling advertising likely to appeal to under-18s. The ASA has demanded the immediate withdrawal of Ladbrokes’ advertising for Ladbucks, while warning the operator against any future campaigns that reflect too closely the codes of youth culture.
In a statement, the ASA said:
“The name Ladbucks, when considered alongside the imagery and the application of the coin in the ads, was depicted in a manner which was similar to features in video games popular with children. We therefore considered the term in the ads was likely to be of strong appeal to under-18s and breached the Code.”
For his part, specialist solicitor Felix Faulkner, representing Poppleston Allen, stressed the need to comply with these rules, saying:
“It is of utmost importance for all licence holders to sense-check a number of things before running a promotion: the terminology and naming of products and rewards offers; both the historic and current colloquial use of any term they’re considering employing; and any subsequent advertising based around that. Responsible gambling is a fundamental tenet of the Gambling Act, and the remit falls solely in the laps of operators and licence holders to ensure that their marketing and advertisements always adhere to the LCCP and the ASA regulations. It is always better to be safe than sorry.”
Ladbrokes has expressed its disappointment at the decision, announcing its intention to appeal to an independent body, believing that the ASA has misinterpreted the evidence presented.