UK sportsbook Ladbrokes has come under fire from the Advertising Standards Authority (ASA) after an advert sounded too similar to video games targeted at children. The gambling giant’s advert has been banned to prevent encouraging under-18s from participating.
Aired in December 2024, the ASA deemed the language used in the voice-over to be too close to particular video games. In the advert, the voice over states:
“This is a Ladbuck, the new way to get rewarded at Ladbrokes, and these are some of the 100 million Ladbucks that will be dropping weekly.
“Collect them on our free-to-play games and choose rewards like free spins, free bets, and more.
“Plus, you can even use them to play your favourite games for free in our Ladbucks arcade. Like Fishin Frenzy and Goldstrike.”
Fortnite and Roblox connections land Ladbrokes in hot water
The word “Ladbucks” is partially what landed the company in the mess to begin with. While Ladbrokes hasn’t altered any branding in response to this, the ASA has deemed that it’s far too close to games like Fortnite and Roblox.
In those games, in-game currencies called “V-Bucks” and “Robux” can be bought, which can be exchanged for in-game skins and items.
Part of the explanation as to how the ASA came to this conclusion is quite funny, seeing an authority having to explain in an official statement the lore behind Fortnite. V-Bucks actually stands for “Vindertech bucks”, a company within Fortnite’s story. With Ladbrokes using “Ladbucks”, the ASA claims that under-18s will potentially recognise it and make the connection.
The ASA broke down Ladbroke’s defence of the branded term, including that they didn’t believe it was close enough to either child-centric game to draw in potential underage gamblers. Ladbrokes also defended the use of a poker chip, which the ASA said looked similar to a coin representing both in-game currencies.
Another point made was that Ladbrokes didn’t believe that the word “lad” could be construed as something to target a younger audience. However, Ladbrokes also claims this wasn’t brought up in the original complaint.
On top of this, Channel 4, the station that broadcast the advert, found it to be within “Code”.
The ASA hasn’t issued any fines or anything of the sort, but has instructed Ladbrokes not to air the advert on TV again.
