LEBOM Ltd. Caught in Controversy as ASA Rejects SM Gambling Ads
The UK Advertising Standards Authority (ASA) recently ruled against LEBOM Ltd., the operator of a peer-to-peer sports betting app. The ASA found that two of the company’s paid social media ads violated the CAP Code. The ads were deemed socially irresponsible for promoting excessive gambling and drinking. This ruling serves as a reminder for the iGaming industry to take extra care when crafting advertising content.
Content and Nature of the Ads
The ads appeared on Facebook and X (formerly Twitter) in April 2025. They featured Mashtag Brady, an internet personality, promoting the LEBOM app. In the Facebook ad, Brady described the app as a way to “gamble against your friends on the Premier League.” He added, “You put some money in the pot, and the winner takes it all, baby.” The ad showed Brady and his friends celebrating while drinking alcohol. At one point, Brady said, “Let’s get pissed.”
Similarly, the X ad shared Brady’s excitement, with him exclaiming, “Let’s go get absolutely f***ed up.” The ad showed scenes of alcohol consumption and celebration. The ASA raised concerns about the connection between gambling and drinking. They feared these ads might influence young or vulnerable viewers negatively.
ASA’s Firm Ruling
The ASA received complaints regarding the ads and investigated whether they encouraged irresponsible behaviors. The investigation led to two key violations.
- Socially Irresponsible Gambling: The ASA noted that the ads linked gambling success with social validation. Brady’s enthusiastic promotion and his friends’ celebrations created the impression that winning at gambling boosts self-esteem. The ASA argued that this could encourage excessive gambling among viewers.
- Excessive Drinking: The ASA also expressed concern about the portrayal of alcohol consumption. The ads prominently featured scenes of heavy drinking, with Brady encouraging it. The ASA concluded that these ads could lead viewers to associate excessive drinking with gambling.
In response, LEBOM Ltd. argued that the ads reflected a casual, pub-style social experience. They removed the controversial phrases and scenes following the complaints, which showed their willingness to address the issue.
Implications for the iGaming Sector
This ruling sends a strong signal to the iGaming industry. It emphasizes the importance of maintaining responsible advertising standards. Operators must ensure that their ads do not promote irresponsible behaviors, particularly when influencers are involved. It also reminds companies to avoid portraying gambling as a way to gain social status or popularity.
Operators must consider the potential impact of their marketing materials on different audiences, especially younger or more impressionable viewers. The ruling reinforces the industry’s need to prioritize responsible messaging and comply with ethical standards.