The Advertising Standards Authority (ASA) has banned an Instagram advertisement of PokerStars for displaying irresponsible and potentially harmful gambling messages to consumers.
The Instagram video, featured the football influencers Rory Jennings and Adam McKola, posted on 23 December 2024 and showed the pair taking part in a slot machine challenge at a casino.
The slot game titled: The Big Bass Bonanza, featured the two players each starting with £100.
The video documented McKola winning several large amounts, including £185 from a single spin, eventually reaching a total of £662.50. Jennings, despite losing the challenge, still made a profit of £240 and attributed his success to his “skill at slots”.
ASA detailed that it received complaints about the ad’s portrayal of effortless and repeated wins, arguing that it could encourage problem gambling behaviours and lead to financial harm.
In response, Stars Interactive Ltd, trading as PokerStars, acknowledged that the ad breached the CAP Code and explained that it had been published in error.
PokerStars removed the content immediately upon receiving the complaint and emphasised its commitment to responsible advertising, noting that it provides compliance training for staff involved in UK campaigns.
Following its assessment, the ASA upheld the complaint. It found that the advertisement portrayed gambling as an investment opportunity and suggested that slot machines could easily generate profits.
Jennings’ statement was singled out for implying that success was based on skill rather than chance, while the inclusion of superstitious gestures – such as blowing on a finger before spinning – further trivialised the risks.
The ASA also noted that both participants profiting from gambling created an unrealistic expectation of success and downplayed the genuine risks associated with gambling. The ad was found to be in breach of CAP Code rules 16.1, 16.3, and 16.3.1, which require gambling advertisements to be socially responsible and not present gambling as a route to financial security.
ASA ruled that the ad must not appear again in its current form and instructed PokerStars to ensure that future adverts do not trivialise gambling or encourage frequent participation. The decision serves as a reminder to gambling operators that responsible messaging is essential when promoting their services.
