PokerStars Ad on Instagram Faces ASA Backlash Over Misleading Claims
The Advertising Standards Authority (ASA) has reprimanded a PokerStars ad on Instagram. The ad misleadingly depicted slot winnings as skill-based and akin to investments.
- PokerStars was critiqued for an irresponsible Instagram ad featuring influencers showing unrealistic slot game winnings.
- The ad showed influencers winning significant sums, misleadingly presenting slot gambling as a skill-based activity and viable investment.
- ASA demands the ad be removed and calls for stricter controls on future campaigns to ensure responsible gambling promotions.
- StarsInteractive, PokerStars’ parent company, acknowledges the violation of the British CAP Code, admitting the ad mistakenly went live without approval.
- The CAP Code aims to ensure that advertisements are truthful, responsible, and fair. It has strict rules for sensitive sectors like gambling.
- ASA labels the ad socially irresponsible, potentially prompting users to gamble recklessly, and reinforces the need for stricter gambling ad regulations.
In a move that underscores the fine line online casinos must tread in their marketing efforts, PokerStars has found itself in hot water over an Instagram advertising campaign that seemed too good to be true. The UK’s Advertising Standards Authority (ASA) has clamped down on PokerStars for an ad that appeared to glamorise gambling a tad too much. The ASA also raised questions about the responsibility of online casinos in promoting gambling activities.
Misleading Impressions and Unattainable Expectations
The controversial ad, featuring influencers Rory Jennings and Adam McKola, depicts the duo engaging in a slot machine competition. Both appear to effortlessly rake in significant winnings. What particularly ruffled the ASA’s feathers was Jennings’ claim of turning a £100 "investment" into £240 in just five minutes, thanks to his so-called “skills.” This portrayal misrepresents the nature of online slots, dangerously suggesting that it is a reliable financial venture.
Adding fuel to the fire, McKola’s frequent wins and Jennings’ apparent luck-enhancing rituals painted a picture far removed from the reality of gambling: that chance, not skill or superstitions, influences outcomes.
The CAP Code and Its Importance
The ASA's backlash has also spotlighted the CAP Code, which governs non-broadcast advertising in the UK, including social media, ensuring that advertisements remain honest, responsible, and fair. According to this code, gambling ads must not suggest that gambling can solve financial issues, be won through skill, or guarantee social recognition and easy wins.
Following the complaint, StarsInteractive, PokerStars' parent company, conceded that the advertisement breached the CAP Code, emphasising its commitment to compliance and regret over the oversight. The ad was promptly removed. Furthermore, the company has initiated internal training on advertising guidelines to prevent future slip-ups.
The Bigger Picture
This incident is part of the ASA's broader crackdown on misleading gambling advertisements. In particular, the ASA targets those leveraging social media platforms' vast reach and influence. Last September, five casino operators were penalised for similar offences on TikTok. Taken together, this signals a tightening noose around irresponsible gambling promotions.
The ASA’s decisive action against PokerStars Casino is not just a punishment. It was also a reminder of the significant role advertising plays in shaping perceptions and behaviours towards gambling. As online casinos continue to navigate the complexities of digital marketing, the line between attraction and deception remains perilously thin. This episode serves as a cautionary tale. There's a clear need for a balanced approach that prioritises the well-being of consumers over the allure of easy winnings.
As the industry moves forward, it’s clear that stricter enforcement and diligent adherence to advertising standards are non-negotiable. They ensure that the fun of the game doesn’t turn into a deceptive gamble.
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Peter Wilson is the Editor-in-Chief at GamblingAuthority. He has more than nine years of experience from the iGaming industry and is a valuable resource for everything related to online casinos.
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