The UK’s Advertising Standards Authority (ASA) has issued a warning to Stars Interactive, operator of PokerStars, for a “socially irresponsible” advertisement featuring social media influencers.
The advertisement, posted on PokerStars’ official Instagram account on December 23, showcased influencers Rory Jennings and Adam McKola in a casino setting. They participated in a challenge to determine who could win more by wagering £100 across 10 spins on a slot game. The video depicted McKola achieving significant wins, including amounts of £185 and £100. Jennings sought advice on increasing his winnings, to which McKola responded, “heat your finger up.” Jennings then blew on his fingers before pressing the “spin” button and secured additional winnings. By the end of the challenge, McKola had £622 in credit and Jennings £240. Jennings concluded the ad by stating, “Can you believe that? I invested £100 and five minutes later, £240 because of my skill at slots.”
A complaint was lodged with the ASA, questioning whether the ad portrayed, condoned, or encouraged gambling behavior that could be considered socially irresponsible or potentially lead to financial harm, according to a report in iGamingBusiness. In response, PokerStars acknowledged that the advertisement did not comply with the CAP Code, attributing its publication to an error. The company promptly removed the ad from Instagram upon receiving the complaint and implemented mandatory advertising compliance training for staff involved in UK campaigns. PokerStars emphasized its commitment to adhering to relevant legislation, regulations, and industry codes of practice.
The ASA upheld the complaint, highlighting that the ad breached specific rules within the CAP Code related to gambling advertising. The authority pointed to the portrayal of McKola consistently winning large sums in a short period, which it stated created a “false sense of guaranteed success.” Additionally, the ASA noted that Jennings’ action of blowing on his fingers before pressing the button suggested that simple actions could lead to significant rewards. Furthermore, Jennings’ statement referring to playing slots as an “investment” was deemed problematic. The ASA concluded that these elements collectively portrayed gambling behavior in a socially irresponsible manner that could lead to financial harm.
As a result, the ASA ruled that the advertisement must not appear again in its current form. The authority also cautioned PokerStars to ensure that future advertisements do not portray, condone, or encourage gambling behavior that is socially irresponsible or could lead to financial, social, or emotional harm. The ASA emphasized that advertisements should not trivialize gambling, encourage frequent and repetitive participation, or describe gambling as an investment.
