ASA Clears Ladbrokes of Ladbucks Ad Complaints

(AsiaGameHub) –   The ASA has reversed its prior position regarding Ladbrokes and its Ladbucks program. The regulator has now confirmed that two advertisements for the loyalty rewards scheme did not violate rules prohibiting content that appeals to people under 18 years of age.

---

Good to Know

• The ASA reversed its previous ruling and cleared both of the Ladbucks advertisements in question.
• Complaints alleged that the Ladbucks name and associated token imagery bore too strong a resemblance to currencies used in youth-focused video games.
• The regulator stated that any existing similarities were too generic in nature to make the advertisements highly appealing to minors.

---

ASA Reverses Its Prior Stance on Ladbucks Advertisements

Ladbrokes has prevailed in its case before the Advertising Standards Authority, after complaints filed against its Ladbucks advertising were dismissed. The revised ruling, released publicly today, supersedes a prior decision from June 2025, and concluded that neither the television advertisement broadcast on 17 December 2024, nor the video-on-demand ad that aired on Channel 4 on Demand on 23 December 2024, violated gambling advertising regulations.

The case was initiated after two members of the public submitted complaints in June 2025. They claimed that the Ladbucks name and coin-shaped token imagery would likely hold strong appeal for under-18s, due to similarities to Fortnite V-Bucks and Roblox Robux. The ASA assessed the case against both BCAP and CAP gambling advertising codes.

Ladbrokes noted that Ladbucks is an adults-only loyalty reward program with no cash equivalent. Tokens are only accessible to logged-in, age-verified customers aged 18 or over, and expire on a monthly basis if not redeemed. The firm also explained that the name combines Ladbrokes with the widely used term “ bucks” to refer to value, and was not intended as an imitation of youth gaming products.

The company also highlighted its ad placement safeguards. The television commercial was broadcast after the 9pm watershed, while the VOD version was hosted on a platform equipped with parental controls. The ASA noted that these measures were helpful but insufficient on their own, as younger viewers may still come across the content, meaning the core assessment remained whether the creative content held strong appeal for minors.

Reasoning Behind the ASA’s Decision to Clear the Campaign

The ASA centered its assessment on the token design and the Ladbucks name. It acknowledged that there were broad similarities to in-game currencies, including round, glossy tokens with initials positioned in the center. However, it found that these points of overlap were too limited and too generic to draw an obvious direct comparison.

The regulator also noted clear distinguishing features. Ladbucks tokens feature a translucent dark red style set against a simple red and white design. The typography is plain, and lacks the bright, fantastical, cartoonish or character-driven aesthetic commonly associated with games popular with children.

The ASA stated:

“We found that while the Ladbucks name paired with the token imagery drew some parallels to in-game currencies popular with under-18s, these similarities were not distinct enough to make the advertisements likely to hold strong appeal for people under 18 years of age.

“These shared features were generic in nature and did not encourage an obvious direct comparison to the tokens used in Fortnite and Roblox. As a result, we concluded that the advertisements were unlikely to hold strong appeal for under-18s.”

On these grounds, the ASA ruled that the TV ad did not violate BCAP Code rule 17.4.5, and the VOD ad did not breach CAP Code rules 16.1 and 16.3.12. No additional enforcement action will be taken in relation to this case.

---

Frequently Asked Questions

What ruling did the ASA make regarding the Ladbucks advertisements?

The ASA reversed its prior ruling and determined that the two Ladbucks advertisements did not violate gambling advertising regulations.

What was the basis for the submitted complaints?

Complainants alleged that the Ladbucks name and token imagery were overly similar to youth-facing in-game currencies including Fortnite V-Bucks and Roblox Robux.

What was Ladbrokes’ response to the complaints?

Ladbrokes explained that Ladbucks is an adults-only loyalty reward with no monetary value, and is only accessible to logged-in, age-verified users aged 18 or older.

Did the ASA acknowledge that similarities existed?

Yes, but only at a broad, general level. It stated that the points of overlap were too generic to draw an obvious direct comparison.

What led the ASA to clear the advertisements?

It found that the styling, color palette and typography were sufficiently distinct that the advertisements were unlikely to hold strong appeal for people under 18 years of age.

Which rules did the ASA use to assess the case?

The case was assessed against BCAP and CAP gambling advertising regulations, specifically BCAP rule 17.4.5 and CAP rules 16.1 and 16.3.12.