The decision, published today (11 June), found that both a television advert and its on-demand counterpart breached multiple provisions of UK advertising codes, due to their potentially strong appeal to under-18s.
The television ad, first broadcast on 17 December 2024 and followed by an on-demand version on 23 December, introduced viewers to Ladbrokes’ reward tokens, ‘Ladbucks’.
These tokens were offered as part of a free-to-play incentive, allowing users to earn and redeem them for free bets and spins within Ladbrokes’ arcade and gaming platform.
Visuals in the ad included stylised, gleaming coins accompanied by messaging such as “100 million Ladbucks dropping every single week,” “Free Bets,” and “Free Spins.”
The campaign aimed to position Ladbucks as a fun, engaging customer rewards mechanism, distinct from real-money play, with no direct cash value, and exclusive to over-18s.
However, two complainants challenged the ad’s compliance with ASA guidelines, citing concerns that the concept and presentation of ‘Ladbucks’ strongly resembled in-game currencies used in video games popular among children and teenagers, namely Fortnite’s ‘V-bucks’ and Roblox’s ‘Robux’.
The ASA said that given 60% of UK children aged 3-17 play online games weekly according to Ofcom data, the ad’s style, terminology, and visual cues might inadvertently appeal to a younger, vulnerable demographic.
The ad could therefore be considered in clear breach of the ASA’s long-standing rules prohibiting gambling ads from having “strong appeal to children or young persons.”
Ladbrokes strongly rejected the complaints, arguing that ‘Ladbucks’ were clearly branded for adult use and inaccessible to anyone under 18.
The company emphasised that the tokens could not be purchased, held no monetary value, and expired after a short period, therefore distinguishing them from persistent, monetised in-game currencies.
Furthermore, Ladbrokes defended the term ‘Ladbucks’ as a logical combination of its brand name and the well-established slang “bucks” for money, denying any link to youth culture.
The operator also stated that the coin-like visuals were intended to resemble poker chips, not gaming tokens familiar to minors.
Despite Ladbrokes’ arguments, the ASA upheld the complaints. The regulator cited the structural and visual similarities between “Ladbucks” and well-known in-game currencies, their coin-like imagery, and the arcade-style redemption model.
Crucially, the ASA found that the token’s design and name would likely resonate with under-18s familiar with online gaming environments, regardless of the fact that the ad was targeted at adults.
The authority concluded that the ad had “strong appeal to children or young persons”, and therefore must not appear again in its current form. LC International was further instructed to ensure future promotions do not incorporate elements likely to attract underage audiences.
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