In December 2024, a sequence of commercials by Ladbrokes, selling their “Ladbucks” rewards program, confronted backlash and had been subsequently banned by the UK’s Promoting Requirements Authority (ASA). The adverts, which aired each on TV and Video on Demand (VOD) platforms, featured a promotional marketing campaign for the brand new token-based rewards system. These commercials, nevertheless, sparked considerations that the time period “Ladbucks” and the imagery used might enchantment strongly to people underneath 18, significantly as a consequence of its similarities to common in-game currencies utilized in youth-oriented video video games.
Promotional content material attracts complaints:
The TV and VOD adverts launched viewers to “Ladbucks”, the brand new rewards program at Ladbrokes, the place customers might gather tokens and redeem them for varied rewards like free spins, free bets, and extra. The tokens had been depicted as shiny cash with the initials “Lb” and had been linked to free-to-play video games within the “Ladbucks arcade,” comparable to Fishin Frenzy and Goldstrike. The adverts highlighted the truth that over 100 million Ladbucks had been obtainable every week, dropping as gamers participated in promotional actions.
Nevertheless, two complainants raised considerations with the ASA, arguing that the time period “Ladbucks” and its visible illustration had been prone to be interesting to kids. The complainants identified the sturdy similarities to in-game currencies like “V-Bucks” from Fortnite and “Robux” from Roblox, that are related to video video games that appeal to massive under-18 audiences.
In response to the complaints, Ladbrokes defended the marketing campaign, stating that “Ladbucks” was a brand-related time period, chosen as a playful nod to the corporate’s identify. They clarified that these tokens weren’t on the market, had no financial worth, and had been solely obtainable to verified customers over the age of 18. Moreover, Ladbrokes emphasised that the tokens expired if not used and had been distinct from in-game currencies, which generally require purchases. The corporate additionally argued that the time period “bucks” was not uniquely related to youth tradition however was somewhat a colloquial time period for cash.
Moreover, Ladbrokes identified that the adverts had been topic to concentrating on restrictions designed to reduce publicity to under-18s. In addition they careworn that the rewards system was a regular advertising observe and that using poker chip imagery didn’t instantly relate to youth tradition. The adverts had been pre-approved by Clearcast, and Channel 4, which aired the VOD advert, additionally believed the marketing campaign complied with the promoting laws.
ASA’s evaluation and ruling:
Regardless of the protection, the ASA dominated that the commercials breached UK promoting codes, particularly the BCAP and CAP Codes, which prohibit playing adverts from interesting strongly to under-18s. The ASA discovered that the time period “Ladbucks,” when mixed with the coin-like imagery and the best way the rewards system was depicted, intently resembled the digital currencies utilized in on-line video games which might be significantly common amongst youthful audiences, comparable to “V-Bucks” from Fortnite and “Robux” from Roblox. Each of those in-game currencies are well known by kids and are used throughout the context of video video games.
The ASA referenced a number of research and reviews, together with Ofcom’s 2024 media use research, which revealed that 60% of youngsters aged 3–17 play video games on-line, with Fortnite and Roblox among the many hottest titles. The watchdog concluded that the visible similarities between the Ladbucks tokens and the in-game currencies from these video games made the adverts prone to resonate with under-18s, thus breaching the related codes.
In its ruling, the ASA confirmed that each the TV and VOD adverts for Ladbrokes had been of sturdy enchantment to kids and, as such, violated promoting laws. As said on ASA’s web site, the authority ordered that the adverts be eliminated and prohibited from airing of their present kind. Moreover, the ASA instructed Ladbrokes to not characteristic content material that could possibly be thought of reflective of youth tradition or prone to enchantment to minors.
