ASA upholds complaint against Ladbrokes over ‘Ladbucks’ advertising
The regulator found that the ads breached rules by using content likely to appeal strongly to under-18s due to similarities with popular video game currencies.
Key points:
– ASA upheld two complaints against TV and VOD ads promoting Ladbrokes’ ‘Ladbucks’ reward scheme
– Ads were found to have strong appeal to children, breaching BCAP and CAP Codes
– ASA cited similarities between ‘Ladbucks’ and youth-oriented in-game currencies like Robux and V-Bucks
The Advertising Standards Authority (ASA) has upheld two complaints against LC International, trading as Ladbrokes, for its use of the term ‘Ladbucks’ in a TV advert and a Video on Demand (VOD) advert.
The ads were found to breach UK advertising codes by using imagery and language likely to appeal strongly to individuals under the age of 18.
The ads, which aired in December 2024, featured promotional content around ‘Ladbucks’, a rewards scheme allowing users to collect tokens for offers such as free spins and bets.
These tokens were depicted as coins marked with the initials ‘Lb’ and were described as redeemable for games like Fishin Frenzy and Goldstrike in the “Ladbucks arcade.”
Two viewers challenged whether the use of the term and imagery were likely to resonate with children, citing similarities to in-game currencies used in titles such as Roblox and Fortnite.
In its defence, Ladbrokes argued that ‘Ladbucks’ had no monetary value, could not be purchased and were only accessible to verified users aged over 18. It also stated that the term was a brand-related play on words and not designed to mirror youth gaming culture.
Good to know: In September 2024, the ASA banned five ads for social casino games on similar grounds, citing misleading content and concerns about youth appeal
The ASA assessed that many features of the Ladbrokes ads resembled elements from games with large under-18 user bases. The design of the Ladbucks token – round with stylised initials and shiny borders – was noted as visually similar to V-Bucks and Robux, both of which are widely used in youth gaming environments.
Citing data from Ofcom and other sources, the ASA concluded that the name and visual presentation of ‘Ladbucks’ would be familiar to under-18s and likely to appeal to them, thereby breaching BCAP Code rule 17.4.5 and CAP Code rules 16.1 and 16.3.12.
The ASA ruled that the ads must not appear again in their current form and instructed Ladbrokes to avoid using content reflective of youth culture or likely to appeal strongly to minors.
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