Britain’s Advertising Standards Agency (ASA) has upheld a ruling against online gaming giant PokerStars over a social media ad that stirred up some controversy. The ad, which featured YouTubers Rory Jennings and Adam McKola, was pulled quickly after the ASA said it downplayed the risks of gambling and made it seem like an easy way to make money.
On December 23, 2024, the advert showed Rory and McKola competing in a PokerStars Casino slot challenge. Starting with £100 each, McKola quickly wins big, ending with £662.50, while Rory finished with £240. The playful video featured banter, surprise wins, and Rory crediting his “skill at slots” for his modest success.
🚨New ASA Rulings🚨
This week’s rulings include an ad for EE’s ‘Wifi-7 router’ that was found to be misleading, and an Instagram ad for PokerStars which trivialised gambling.
See our rulings here: https://t.co/dbGYsX8oPm pic.twitter.com/370SKqyp3i
— ASA (@ASA_UK) March 26, 2025
The ASA said the ad broke the UK’s CAP Code, which is the rulebook for non-broadcast ads and promotions. According to the code, “marketing communications for gambling must not portray, condone or encourage gambling behaviour that was socially irresponsible or could lead to financial, social or emotional harm.”
ASA warns against ‘trivialising gambling’
In the banned ad, McKola jokingly told Jennings to “heat his finger up” before hitting the spin button, hinting that this little move might somehow boost his chances of winning.
But the ASA criticized the moment, saying, “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.”
It was said that only one complaint sparked the investigation, which ended with the ASA ruling that PokerStars had breached CAP Code (Edition 12) rules 16.1, 16.3, and 16.3.1.
CAP and BCAP’s Advertising Guidance on ‘Gambling Advertising: responsibility and problem gambling’ also makes it clear that marketers need to be careful not to trivialise gambling. They warn against giving the impression that gambling is something to be taken lightly, for instance, ads shouldn’t encourage frequent or repetitive play.
The ASA said that it had told Stars Interactive Ltd, which runs PokerStars, to ensure that their future ads did not portray, condone or encourage gambling behavior that was “socially irresponsible or could lead to financial, social or emotional harm.”
According to Poppleston Allen, PokerStars responded to the complaint by admitting it had fallen short of the CAP Code. They said the Instagram ad had been published by mistake and was quickly taken down.
The company also confirmed that all staff involved in UK ad campaigns had received mandatory advertising compliance training, adding that they’re committed to making sure all their advertising sticks to the rules, regulations, and industry standards.
ReadWrite has reached out to Pokerstars for comment.
Featured image: ASA / Canva
