ASA Warns PokerStars Over Misleading Instagram Slot Ad
The UK’s Advertising Standards Authority (ASA) has issued a formal warning to Stars Interactive, the operator of PokerStars, for publishing a promotional video on Instagram that was deemed socially irresponsible. The ad, which featured influencers Rory Jennings and Adam McKola, suggested that playing slot games could lead to quick and easy financial gains, violating the CAP Code.
Instagram Video Drew Criticism for Encouraging Risky Behavior
The video in question appeared on PokerStars’ official Instagram account on December 23 and showed Jennings and McKola participating in a branded challenge. The influencers wagered £100 each over ten spins on a slot machine, with the goal of seeing who could win more.
Throughout the video, McKola is shown securing frequent and significant wins—up to £185 in a single spin—while Jennings responds by seeking advice on how to improve his own results. McKola jokingly suggests “heat your finger up,” prompting Jennings to blow on his fingers before hitting the spin button and subsequently winning. The clip ends with Jennings telling the camera: “Can you believe that? I invested £100 and five minutes later, £240 because of my skill at slots.”
Complaint Leads to ASA Investigation and Ruling
Shortly after the ad was posted, a viewer filed a complaint with the ASA, questioning whether the content encouraged gambling behaviors that could result in financial harm. In response, PokerStars acknowledged the advert’s failure to meet UK advertising standards. The operator explained that the video was published in error and was removed promptly after the complaint was received.
PokerStars also stated that the staff involved had since undergone compliance training and reiterated its commitment to adhering to all advertising regulations and codes of practice.
In its ruling, the ASA upheld the complaint and found that the ad breached several provisions of the CAP Code, specifically sections 16.1, 16.3, and 16.3.1, which regulate gambling advertising.
The ASA said the portrayal of consistent, high-value wins within a short timeframe created a “false sense of guaranteed success.” It also took issue with the way luck and playful gestures—such as blowing on fingers—were presented as influencing outcomes. Additionally, Jennings’ reference to gambling as an “investment” was singled out as trivializing the risks involved.
According to the ASA, “the decision to gamble appeared to be taken lightly,” and the ad may have encouraged viewers to gamble frequently, reinforcing the idea that significant rewards were easily attainable.
ASA Issues Warning for Future Ad Campaigns
The ASA concluded that PokerStars had portrayed, condoned, and encouraged behavior that could lead to financial and emotional harm. It ruled that the advert must not appear again in its original form and issued a clear warning regarding future advertising content.
“Their ads should not trivialise gambling, encourage frequent and repetitive participation, or describe gambling as an investment,” the ASA stated in its closing remarks.
This ruling serves as a reminder for gambling operators to maintain high standards in advertising, particularly when targeting audiences through social media platforms and using influencer marketing.
