Key points:
- ASA upheld a complaint against PokerStars for an ad that portrayed gambling as an investment and encouraged excessive play
- The video showed influencers winning repeatedly in a slot machine challenge, implying guaranteed success
- Stars Interactive admitted the ad was non-compliant and removed it following the complaint
The UK’s Advertising Standards Authority (ASA) has banned a PokerStars Instagram advertisement for breaching rules around socially responsible gambling promotion.
The ad, published in December 2024 and featuring influencers Rory Jennings and Adam McKola, was ruled to depict misleading gambling outcomes and trivialise the risks associated with betting.
In the video, the influencers compete in a slot machine challenge, making repeated wins and suggesting that success was tied to luck or light-hearted actions.
McKola was seen winning over £600 ($773), while Jennings, despite losing the challenge, also profited.
Jennings concluded the ad by stating: “I invested £100 and five minutes later, £240 because of my skill at slots.”
Good to know: Jennings' line was highlighted by the ASA as falsely describing gambling as an investment
The regulator determined the ad gave the impression of guaranteed short-term success and did not include any realistic depiction of losses. It also noted that the portrayal of casual, frequent betting encouraged irresponsible gambling behaviour.
The ASA said: “We concluded that the ad portrayed, condoned and encouraged gambling behaviour that was socially irresponsible and could lead to harm and therefore breached the Code.”
As a result, the ASA ruled that the ad must not appear again in its current form. It instructed PokerStars’ parent company, Stars Interactive, to ensure future campaigns do not depict gambling as a source of income or suggest it involves skill rather than chance.
Stars Interactive acknowledged the breach, stating that the ad was published in error and was removed following the complaint. The company also reiterated its commitment to advertising compliance and mandatory training for marketing teams.
In September 2024, five social casino game advertisers were sanctioned by the ADA for misleading users into believing they could win real-world money. The ASA has since been monitoring online gambling promotions more closely to ensure consumer protection.
