The UK’s advertising regulator has ruled against a social media promotion by Skill On Net, determining that a humorous gambling-themed advert breached established standards and risked encouraging harmful behavior.

The decision followed complaints about a paid Instagram video promoting the company’s Gecko Play brand. The advert, which appeared in early February 2026, featured a stand-up comedian delivering a joke comparing gambling to eating pistachios. During the routine, the performer said: “Gambling is really like eating pistachios, if you get a good pistachio, you want another good one, if you get a bad one, you want a good one even more.”

Regulator finds humor downplayed gambling risks

The Advertising Standards Authority (ASA) concluded that the message conveyed by the joke could be interpreted as endorsing repetitive gambling, particularly after losses. Regulators assessed that viewers might understand the analogy as suggesting that gambling is difficult to stop and that continuing to play after losing is normal behavior.

In its ruling, the ASA stated that the advert created an impression that gambling decisions could be taken lightly. The authority said: “We therefore considered the ad gave the impression that the decision to gamble, even in the face of losses, should be taken lightly and that it encouraged or condoned repetitive or frequent participation in gambling, including after losses. For that reason, we concluded that the ad was likely to encourage gambling behaviour that was harmful and therefore breached the Code.”

The watchdog further emphasized that presenting the message within a comedy setting, complete with audience laughter, reduced the perceived seriousness of the issue. According to its assessment, the use of humor “trivialised repeated gambling, including gambling again after a loss, rather than encouraging consumers to treat gambling decisions with appropriate caution.”

Although the advert included responsible gambling messaging, such as an 18+ symbol, a GambleAware logo, and a disclaimer stating “Gambling can be addictive please play responsibly,” regulators determined these elements did not sufficiently counteract the overall tone.

Skill On Net removes advert after complaints

Skill On Net defended the campaign by describing the pistachio comparison as “light-hearted, observational humour regarding the variability and unpredictability of outcomes.” The company said the advert did not aim to promote continued gambling or suggest that losses should be recovered through further betting.

The operator also stated that the content avoided references to financial loss, increased stakes, or excessive participation. Despite this, the company acknowledged that audiences could interpret the message differently. Following the ASA’s decision, Skill On Net removed the advert and updated its internal marketing policies.

The ASA confirmed that the promotion breached CAP Code (Edition 12) rules 16.1, 16.3, and 16.3.1, which govern gambling advertisements. It instructed the company not to use the advert again in its current form and to ensure future campaigns do not depict or encourage irresponsible gambling behavior.

Industry reaction highlights strict standards

Legal experts in the United Kingdom noted that the ruling reflects the regulator’s firm stance on gambling-related messaging. The ASA has previously issued guidance warning advertisers against using humor to diminish the risks associated with gambling.

Commenting on the decision, industry specialists observed that the regulator pays close attention to how audiences might interpret even indirect references. The case demonstrates that analogies or jokes can still fall foul of the rules if they suggest patterns such as chasing losses.

At the same time, some experts pointed out that humor is not entirely prohibited in gambling advertising. Instead, the context and content must avoid portraying behavior that could be seen as harmful. Advertisers are expected to ensure that comedic elements do not shift focus away from responsible play.