Ladbrokes told to pull ‘Ladbucks’ ad over similarity to video game currencies
The UK Advertising Standards Authority said the mechanism resembled virtual currencies in video games.
UK.- The Advertising Standards Authority (ASA) has ordered Entain’s Ladbrokes brand to withdraw a TV advert that features its Ladbucks tokens. The watchdog took the decision on the grounds that the tokens resembled virtual currencies in video games, which could cause the advert to appeal to under 18s.
The advert was first broadcast on Channel 4 back in December 2024. It promote Ladbucks tokens as a mechanism for free spins and bets and other rewards in free-to-play games. But two people complained that the tokens were comparable to V-Bucks in Fortnite or Robux in Roblox.
Ladbrokes disputed the comparison and argued that its tokens cannot be purchased, don’t carry monetary value and expire if unused. It noted that the name Ladbucks comes from its own branding and wasn’t intended as a referene to the term lad.
It pointed out that parental approval is required for the purchase of gaming currencies and that users must be 18 or older to buy them independently. It also noted that the advert depicted poker chips, which differ from game currencies, and that both Clearcast, the body responsible for pre-approving TV adverts in the UK, and Channel 4 had approved the ad.
However, the ASA found similarities in the design of the tokens themselves, describing them as round, metallic and embossed with initials – similar to some video game currencies. It ruled that this constituted a breach of the BCAP and CAP Codes, which state that gambling advertisements must not be designed in ways that appeal to minors. As well as the likeness to game currencies, it expressed concern over the potential attractiveness of the words “lad” and “bucks”, noting that the former could resonate with some minors.
It added: “The restricted use of these tokens could heighten their appeal to younger audiences, as it mimics familiar gaming mechanics.” The adverts must not be aired again in their current form.
Earlier in the month, the ASA ruled that two LiveScore Bet adverts breached regulatory guidelines when they appeared in an under-18s version of the Live Score app. The ads allegedly showed betting odds in the app, which focuses on sports coverage, including football scores and fixtures.
An complaint said that an ad viewed on an Android device displayed live football scores beside a LiveScore Bet logo next and a toggle switch. When activated, the toggle revealed betting odds for the matches. Clicking on these redirected users to the LiveScore Bet app.
