The UK’s Advertising Standards Authority (ASA) has chosen to ban a PokerStars Instagram advert for breaching responsible gambling rules, after the video misrepresented gambling outcomes and promoted irresponsible behaviour.
The ad, which was published back on 23 December 2024, featured social media influencers Rory Jennings and Adam McKola engaging in a light-hearted casino challenge.
The two were seen playing slots at a casino, trying to outdo each other in winnings with a £100 starting budget.
Throughout the short video, McKola secures various significant wins, including a single spin netting £185. Jennings, despite “losing” the challenge, still walks away with an impressive £240, claiming at the end of the ad, “I invested £100 and five minutes later, £240 because of my skill at slots.”
That line, in particular, drew the ASA’s attention since the regulator determined that the ad created a false sense of guaranteed success and misrepresented gambling as a reliable form of income or investment, violating several sections of the CAP Code.
The ASA also noted that portraying repeated wins and framing slot outcomes as skill-based is not the complete truth, removing risks of gambling, and encouraging repetitive participation.
“The ad portrayed, condoned and encouraged gambling behaviour that was socially irresponsible and could lead to harm,” the watchdog said in its decision.
Stars Interactive, who is the parent company behind PokerStars, accepted it was at fault and stated the ad was published by mistake.
The ad was also removed as soon as the complaint was received in an attempt to prevent any potential further harm.
Stars Interactive reiterated its commitment to responsible advertising and highlighted that compliance training is mandatory for all staff involved in UK campaigns.
The ad will not be allowed to appear again in its current form, and PokerStars has been instructed to ensure future marketing does not mislead players or encourage harmful gambling behavior.
ASA’s ruling adds to a growing list of enforcement actions targeting gambling content on social media, particularly where influencers are involved.
Since regulatory scrutiny is increasing, brands are being reminded to tighten internal review processes to stay on the right side of the code, hopefully avoiding the trap PokerStars fell into here.
