ASA Rules Against Ladbrokes Over Youth Appeal

ASA Objects to Visual and Linguistic Cues

At the core of the ASA’s decision was concern that the term “Ladbucks,” combined with coin-like imagery, too closely resembled virtual currencies popular in video games widely played by minors, such as Fortnite’s “V-bucks” and Roblox’s “Robux.” The ASA concluded:

“The name Ladbucks, when considered alongside the imagery and the application of the coin in the ads, was depicted in a manner which was similar to features in video games popular with children. We therefore considered the term in the ads was likely to be of strong appeal to under-18s and breached the Code.”

Faulkner acknowledges that a brand like Ladbrokes might naturally incorporate the term “lad” in promotional materials. However, he emphasizes that brand identity alone does not exempt operators from their duties under the ASA’s rules. In this case, the additional association of the word “lad” with youth culture and teenage demographics further elevated the regulatory concerns.

Importance of Language in Promotions

Faulkner advises operators to critically evaluate product names and promotional terminology from multiple angles. This includes both historical and current colloquial meanings, especially when a term may have relevance in youth culture or digital spaces.

“It is of utmost importance for all licence holders to sense-check a number of things before running a promotion: the terminology and naming of products and rewards offers; both the historic and current colloquial use of any term they’re considering employing; and any subsequent advertising based around that.”

A Reminder of the CAP Code Threshold

Operators are reminded that the ASA applies a clear standard: advertising must not be “likely to strongly appeal to children or young persons.” According to Faulkner, the Ladbrokes ruling shows that this threshold can be breached through visual and linguistic parallels to digital entertainment content, regardless of brand intentions.

“The threshold for gambling advertisements under the ASA Cap Code is ‘likely to strongly appeal to children or young persons…. It is evident from the Ladbrokes decision that the ASA believed the close link to Fortnite and Roblox pushed this proposal over the line.”

The case serves as a broader reminder that social responsibility remains a central component of the Gambling Commission’s Licence Conditions and Codes of Practice (LCCP). Faulkner concludes:

“Responsible gambling is a fundamental tenet of the Gambling Act, and the remit falls solely in the laps of operators and licence holders to ensure that their marketing and advertisements always adhere to the LCCP and the ASA regulations. It is always better to be safe than sorry.”