In December 2024, a series of advertisements by Ladbrokes, promoting their “Ladbucks” rewards program, faced backlash and were subsequently banned by the UK’s Advertising Standards Authority (ASA). The ads, which aired both on TV and Video on Demand (VOD) platforms, featured a promotional campaign for the new token-based rewards system. These advertisements, however, sparked concerns that the term “Ladbucks” and the imagery used could appeal strongly to individuals under 18, particularly due to its similarities to popular in-game currencies used in youth-oriented video games.

Promotional content draws complaints:

The TV and VOD ads introduced viewers to “Ladbucks”, the new rewards program at Ladbrokes, where users could collect tokens and redeem them for various rewards like free spins, free bets, and more. The tokens were depicted as shiny coins with the initials “Lb” and were linked to free-to-play games in the “Ladbucks arcade,” such as Fishin Frenzy and Goldstrike. The ads highlighted the fact that over 100 million Ladbucks were available each week, dropping as players participated in promotional activities.

However, two complainants raised concerns with the ASA, arguing that the term “Ladbucks” and its visual representation were likely to be appealing to children. The complainants pointed out the strong similarities to in-game currencies like “V-Bucks” from Fortnite and “Robux” from Roblox, which are associated with video games that attract large under-18 audiences.

In response to the complaints, Ladbrokes defended the campaign, stating that “Ladbucks” was a brand-related term, chosen as a playful nod to the company’s name. They clarified that these tokens were not for sale, had no monetary value, and were exclusively available to verified users over the age of 18. Additionally, Ladbrokes emphasized that the tokens expired if not used and were distinct from in-game currencies, which typically require purchases. The company also argued that the term “bucks” was not uniquely associated with youth culture but was rather a colloquial term for money.

Furthermore, Ladbrokes pointed out that the ads were subject to targeting restrictions designed to minimize exposure to under-18s. They also stressed that the rewards system was a standard marketing practice and that the use of poker chip imagery did not directly relate to youth culture. The ads were pre-approved by Clearcast, and Channel 4, which aired the VOD ad, also believed the campaign complied with the advertising regulations.

ASA’s assessment and ruling:

Despite the defense, the ASA ruled that the advertisements breached UK advertising codes, specifically the BCAP and CAP Codes, which prohibit gambling ads from appealing strongly to under-18s. The ASA found that the term “Ladbucks,” when combined with the coin-like imagery and the way the rewards system was depicted, closely resembled the virtual currencies used in online games that are particularly popular among younger audiences, such as “V-Bucks” from Fortnite and “Robux” from Roblox. Both of these in-game currencies are widely recognized by children and are used within the context of video games.

The ASA referenced several studies and reports, including Ofcom’s 2024 media use study, which revealed that 60% of children aged 3–17 play games online, with Fortnite and Roblox among the most popular titles. The watchdog concluded that the visual similarities between the Ladbucks tokens and the in-game currencies from these games made the ads likely to resonate with under-18s, thus breaching the relevant codes.

In its ruling, the ASA confirmed that both the TV and VOD ads for Ladbrokes were of strong appeal to children and, as such, violated advertising regulations. As stated on ASA’s website, the authority ordered that the ads be removed and prohibited from airing in their current form. Furthermore, the ASA instructed Ladbrokes not to feature content that could be considered reflective of youth culture or likely to appeal to minors.