The Advertising Standards Authority (ASA) has overturned a previous decision against Ladbrokes, ruling that its “Ladbucks” advertising campaign does not breach rules designed to protect under-18s.
The updated ruling replaces a decision published in June 2025, with the regulator now concluding that complaints about the ads should be “not upheld” following a reassessment.
The case centred on TV and video-on-demand adverts promoting “Ladbucks” – a rewards programme offered by Entain-owned Ladbrokes. The ads featured token-style coins and highlighted incentives such as free bets and free spins.
Two complainants argued that the name “Ladbucks”, along with its visual presentation, could appeal strongly to children by resembling in-game currencies used in popular titles Fortnite and Roblox.
In its revised assessment, the ASA acknowledged that similarities existed between Ladbucks and gaming tokens, like V-Bucks and Robux. However, it concluded that these similarities were too generic to create a strong appeal to under-18s.
The regulator noted that while token-based systems are common in video games, they are also widely used in adult-oriented contexts, such as loyalty schemes. It also highlighted key visual differences, including the darker colour scheme and poker chip-style design of the Ladbucks token.
The ASA further determined that the ads did not include features typically associated with youth-focused content, such as cartoon imagery, characters or fantasy elements. References to gambling games were brief and not presented in a way that would attract younger audiences, according to the authority.
Although the ads were subject to age-related restrictions – including post-watershed TV placement and controls on video-on-demand platforms – the ASA said these measures alone were not sufficient to guarantee that under-18s would be excluded from viewing.
As a result, the ads were still required to comply with rules preventing “strong” appeal to children. However, the regulator ultimately concluded that they met these requirements.
The ASA investigated the ads under both the BCAP and CAP Codes and found no breach. Both complaints were therefore dismissed, marking a reversal of its earlier position and clearing Ladbrokes’ campaign to continue running.
Not just the ASA clamping down
It comes as a small victory for a company in the gambling space with regards to advertising disputes. Regulators across Europe, not just the UK’s ASA, have been a lot more stringent when it comes to advertising in the last few years.
Last year, the ASA penalised evoke brand William Hill for a voucher promotion which was deemed to promote irresponsible gambling. The authority has also recently increased its strictness on social media influencers promoting gambling.
Further out in Europe, the Dutch regulator Kansspelautoriteit (KSA) has warned several operators due to non-compliance, notably in European football matches where gambling companies’ logos could be seen. The Irish Advertising Standards Authority (IASA) also pulled two of TonyBet’s YouTube adverts back in February.
However, the Ladbrokes ruling shows that it is not just punishment for punishment’s sake, and whilst the decision stems from an advert that initially hit TV screens back in 2024, it does show a level of accountability from the authority in the UK.