SBC News Voice of the Sports Betting Industry
A PokerStars social media advert portraying socially irresponsible gambling has breached standards set by the Advertising Standards Agency (ASA).
The video, which was posted to Instagram on 23 December 2024, was reportedly published in error according to the operator, and was then removed upon receiving the complaint.
The ad featured two YouTubers in a casino, Rory Jennings and Adam McKola, with one of them wearing a PokerStars branded jumper.
It began with Jennings saying: “Can you believe that? I invested £100 and five minutes later, [bleep]”.
The video then flashed back to provide context, with McKola greeting viewers. The ad continued: “Yes people, what’s going on? McKola and Jennings here, and PokerStars Casino have set us a little challenge. We’ve got £100 each Ror, 10 spins, who’s gonna win?”
The pair were then shown competing on separate slot machines playing The Big Bass Bonanza. McKola exclaimed: “Mate, I’ve just won £185 on one spin”. Jennings responded: “No … you serious?” McKola continued, “Another £100”, as the credit display updated to £320.
The ASA considered that the portrayal of McKola consistently winning large sums of money in a short period of time created a ‘false sense of guaranteed success’.
As McKola won another £100 in the video, Jennings questioned: “Are you just pressing the button? Are you doing anything? Give me some tips here”, to which McKola replied: “You gotta heat your finger up.” Jennings blew on his finger, pushed the button and won more money.
On this, the ASA argued: “His action of blowing on his finger and pushing the button to win more money gave the impression that luck or simple actions could lead to significant rewards.”
The video continued as McKola ended up with £662.50, while Jennings finished with £240. McKola said: “Yeah, I’m just a lucky guy,” and Jennings added: “He beat me at everything. He beat me at the Last Longer, and now he’s beating me at slots.”
The video concluded with Jennings facing the camera as he did in the clip at the beginning of the ad, saying, “Can you believe that? I invested £100 and five minutes later, £240 because of my skill at slots”.
Jennings, who lost the challenge, was still shown making money, which was said to reinforce the impression of guaranteed success.
Therefore, the authority ruled that the ad had breached CAP Code (Edition 12) rules 16.1, 16.3 and 16.3.1 (Gambling).
PokerStars parent company Stars Interactive Ltd responded to highlight that they provided mandatory advertising compliance training to all employees involved in UK ad campaigns.
The brand also emphasised its commitment to ensuring that all forms of advertising followed the relevant legislation, regulations and any applicable industry codes of practice.
The infraction occurring in the UK, a well-established betting market, is interesting when framed against developments in other emerging ones.
In Brazil, for example, stakeholders in the newly launched space have spoken about the responsibility of influencers promoting gambling as a form of investment – which appears to be the case in this recent UK ad from PokerStars.
