ASA Says Ladbrokes Ads Could Appeal to Minors, Bans Them

Ladbrokes has been told to take down its ‘Ladbucks’ promotional ads following a ruling by the UK’s Advertising Standards Authority (ASA). The regulator concluded that the ads, which aired in December 2024, could attract individuals under the age of 18—violating advertising codes designed to protect minors.

Good to know

• The ASA said the ‘Ladbucks’ ads resembled in-game currencies popular with children.
• The tokens were promoted via Channel 4 and its video-on-demand platform.
• Entain, Ladbrokes’ parent company, has previously faced scrutiny for advertising practices.

The campaign featured “Ladbucks,” in-game reward tokens tied to free-to-play activities on the Ladbrokes site. The ads described the tokens as “the new way to get rewarded” and referenced “100 million Ladbucks… dropping weekly.” Viewers could exchange tokens for site-only rewards like free spins and bets.

Two viewers filed complaints with the ASA, pointing out that the term “Ladbucks” closely resembled names like Robux and V-Bucks, the virtual currencies used in Roblox and Fortnite—both widely played by children. They also flagged the token’s design and mechanics, which mirrored reward systems found in many games aimed at younger users.

Ladbrokes argued the opposite. The company said the name was brand-specific and that “bucks” referred only to internal reward utility. It stressed that Ladbucks had no cash value, could not be purchased, and expired if unused. The tokens were designed to look like poker chips, not video game coins, according to the company.

In defense of the ads, Ladbrokes noted that both Channel 4 and Clearcast had reviewed and approved the content, ensuring it complied with scheduling rules to limit youth exposure.

Still, the ASA ruled that the campaign could appeal to under-18s. The regulator referenced Ofcom data showing that 89% of 11- to 18-year-olds in the UK play video games weekly. It also found that the design of the Ladbucks token—round, shiny, and with a central letter—closely resembled other digital currencies used in youth-targeted gaming environments.

In the final decision, the ASA banned the ads from airing again in their current form and prohibited the use of “Ladbucks” or similar terminology in future promotions likely to be seen by minors.

Entain, Ladbrokes’ parent company, pushed back against the ruling. A spokesperson stated: “We are disappointed by the ASA’s ruling on our ‘Ladbucks’ advertising campaign, and we are seeking an independent review of what we consider to be a flawed decision. For example, it is based on an inaccurate comparison with games such as Fortnite or Roblox and their in-game currencies.”

The company added that it had taken steps to target ads responsibly and stressed that the campaign had received necessary pre-approvals. Still, this is not the first time Entain has faced challenges related to advertising practices. Previous controversies have drawn similar criticism over marketing tactics that regulators viewed as potentially appealing to younger audiences.