The UK Advertising Standards Authority (ASA) has officially condemned Stars Interactive, the company behind PokerStars, for a “socially irresponsible” Instagram advertisement featuring social media influencers. The ruling reinforces the ASA’s commitment to maintaining strict advertising standards in the gambling industry, ensuring users remain safe from reckless or misleading gambling promotions.

Influencers Boasted About the Ease of Winning

The Instagram ad, visible on 23 December 2024, showcased two influencers, McKola and Rory, engaging in a casino challenge, as one wore a PokerStars-branded sweater. The video depicted the two individuals competing on slot machines while cheering over their wins. McKola was shown scoring several consecutive wins, while  Rory, despite being the “loser” of the challenge, still scored a tidy profit.

Throughout the video, the participants used language that trivialized gambling, such as referring to playing slots as an “investment.” Their statements and tone implied that gambling represented a strategic financial opportunity rather than a game of chance. The ad ended with hashtags promoting PokerStars and responsible gambling messages. However, the promo fostered an unrealistic impression of success in gambling.

Can you believe that? I invested £100 and five minutes later, £240 because of my skill at slots.
PokerStars ad

The ad quickly drew controversy as critics argued its messaging could be interpreted as promoting irresponsible gambling behavior and potentially leading to financial harm. Stars Interactive admitted that the promo did not comply with the UK’s CAP Code and promptly removed it from Instagram upon receiving complaints. The company provisioned additional advertising training to all UK campaign employees, reaffirming its dedication to compliance.

The ASA Issued a Stern Warning

The ASA upheld the complaint despite PokerStars’ swift removal of the problematic advertisement. The regulator determined that the Instagram promo violated several key advertising principles, particularly those concerning responsible gambling promotions. PokerStars also faced criticism for implying that personal skill or superstitious behaviors could influence the outcome.

The ASA has prohibited PokerStars from running the ad in its current form and has directed the company to ensure that future adverts do not encourage socially irresponsible gambling behavior. According to the ruling, PokerStars must not create unrealistic expectations of gambling success, avoid depicting wagering as a form of financial investment, and not encourage regular participation.

This newest ruling aligns with the ASA’s broader consumer protection efforts. In September 2024, the authority reprimanded five companies for TikTok ads that falsely implied players could win real money, leading consumers to believe that social casino games offered tangible rewards. The regulator’s continued vigilance serves as a warning for operators to prioritize transparency and responsible messaging in their marketing materials.