UK ad watchdog reverses ruling against Ladbrokes Ladbucks campaign
The Advertising Standards Authority has retracted its previous decision against the gambling operator’s rewards scheme, recognising that token-based systems are common in adult loyalty programmes.
UK.- The UK’s Advertising Standards Authority (ASA) has reversed its earlier ruling against Ladbrokes’ Ladbucks rewards initiative. It now says the scheme does not violate advertising rules aimed at protecting minors.
Back in June 2025, the ASA had upheld two complaints that suggested that the Entain-owned operator’s Ladbucks branding and imagery bore a resemblance to in-game currencies like Fortnite’s V-Bucks and Roblox’s Robux, potentially making the campaign appealing to children.
In its revised judgment, the ASA acknowledged that parallels existed but concluded the similarities were too broad to constitute a “strong” appeal to under-18s. It recognised that token-based systems are common not only in gaming but also in adult loyalty programmes.
The authority pointed to visual distinctions, including Ladbucks’ darker colour palette and poker chip-style design, and stressed that the ads lacked features typically associated with youth content, such as cartoon characters or fantasy themes.
While the ads were subject to restrictions such as post-watershed scheduling and age controls on streaming platforms, the ASA emphasised that these measures alone do not guarantee exclusion of under-18 viewers. As such, the campaign still had to meet the requirement of avoiding “strong” child appeal. Ultimately, the regulator found that the ads complied.
The investigation was carried out under the BCAP and CAP Codes. The ASA’s dismissal of the complaints means that Ladbrokes can continue the campaign.
It’s a rare win for a gambling operator against a complaint to the ASA, but it’s notable that this case involved an entire marketing initiative. Most complaints to the ASA about gambling ads involve individual social media posts, often because of concern that celebrity figures may have strong appeal to minors. Last year, the ASA ruled against a William Hill voucher promotion in physical betting shops, arguing that it encouraged irresponsible play due to the tight timeframe between when the voucher was issued and when it was redeemable.
