Social Media Authority Penalizes PokerStars' Instagram Post for Encouraging Imprudent Betting Practices
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Despite PokerStars' best efforts, the Advertising Standards Authority (ASA) has cracked down on one of their ads that went live on their official Instagram account last December. The ad, featuring influencers Rory Jennings and Adam McKola, showed them participating in a slot game challenge inside a casino.
The influencers, for the sake of competition, wagered £100 over ten spins. In the video, Jennings humorously requested some winning strategies while McKola documented his noteworthy wins — £185 and £100. McKola suggested an off-the-wall strategy, "heat your finger up," to which Jennings responded by blowing on his fingers and, lo and behold, winning more money. By the end, McKola had amassed £622 in credit, while Jennings stood at £240. Jennings then boasted, "Can you believe that? I invested £100 and five minutes later, £240 because of my skill at slots."
However, things didn't go as smoothly as PokerStars had hoped. A sole complaint drew the ASA's attention, questioning the ad for promoting gambling irresponsibly. Upon review, the ASA sided with the complainant, concluding that the ad violated the Committee of Advertising Practice (CAP) Code under rules 16.1, 16.3, and 16.3.1.
The ASA expressed concerns over the frequent wins portrayed by McKola, which created a "false sense of guaranteed success." Additionally, the visual of Jennings blowing on his fingers and immediately winning, suggesting that luck or trivial actions could influence outcomes, caught their eye. Furthermore, the ASA took issue with Jennings' assertion that gambling was an "investment." This language was seen as trivializing gambling and encouraging viewers to believe they could achieve similar financial gains.
PokerStars admitted to the ad violation and promptly removed it once the complaint was received. They assured the ASA that their staff involved in UK advertising campaigns undergo mandatory compliance training. The ASA warned PokerStars to avoid promoting socially irresponsible gambling or implying that gambling could serve as a financial strategy in future ads. The ASA emphasized, "Their ads should not trivialise gambling, encourage frequent and repetitive participation, or describe gambling as an investment."
This ruling serves as a reminder of the strict guidelines that govern gambling advertisements in the UK, aimed at safeguarding consumers from misleading promotions.
Insights
The UK Advertising Standards Authority (ASA) upheld its stance on responsible gambling, applying its codes to crack down on PokerStars' advertisement that was deemed to promote reckless gambling and be socially irresponsible. Here's a peek into the UK's guidelines for responsible gambling in advertising:
- Avoid misleading outcomes, deceptive portrayals of triumph, and any ambiguous or misleading language in promotions.
- Clearly state the terms and conditions of promotions to prevent misleading consumers.
- Protect vulnerable groups by avoiding imagery or language that could attract minors, and discouraging people from gambling beyond their means or participating in harmful gambling behaviors.
- Ensure transparency in influencer marketing, by clearly disclosing the relationship between influencers and gambling companies.
- Comply with the Committee of Advertising Practice (CAP) Code and report any advertising breaches to the relevant authorities, as well as adhere to rulings from bodies like the ASA.
These guidelines prioritize a socially responsible approach to gambling advertisements in the UK, thus protecting consumers and fostering a safe gambling environment.
Engaging in casino-and-gambling activities, such as playing casino-games like slots, is considered a form of entertainment and should be cultivated responsibly. The recent incident involving PokerStars, where a promotional advertisement was criticized for promoting irresponsible gambling, serves as a reminder of the importance of adhering to guidelines such as not misrepresenting wins, avoiding ambiguous language, and not trivializing gambling as an investment.
