The Advertising Standards Authority (ASA) has overturned an earlier decision and cleared LC International Ltd, trading as Ladbrokes, in relation to two advertisements promoting its rewards scheme Ladbucks.
Two members of the public had lodged complaints in June 2025 expressing concern that the name “Ladbucks”, along with the depiction of coin-like tokens featured in the adverts, held a strong appeal to under-18s.
They argued that the imagery bore resemblance to popular in-game currencies such as Fortnite’s V-Bucks and Roblox’s Robux, both widely recognised by children and teenagers. The complaints were assessed under broadcast and non-broadcast gambling advertising standards. This was specifically the BCAP (Broadcast Committee of Advertising Practice) and CAP (Committee of Advertising Practice) Codes.
The updated ruling, published today, replaced an initial determination issued in June 2025. It concluded that the complaints against both a television commercial aired on 17 December 2024 and a video-on-demand (VOD) advert shown on Channel 4 on Demand on 23 December 2024 are “not upheld”.
Ladbrokes’ response
Ladbrokes defended its campaign by confirming that the “Ladbucks” token represented an adult-only loyalty reward with no actual monetary value. The tokens were exclusively available to logged-in, age-verified customers aged 18 and above and expired monthly if unused.
The company stated that the name was a play on the brand and the informal use of “bucks” to denote value, rather than an attempt to imitate youth-oriented gaming currencies.
In terms of advertising controls, Ladbrokes highlighted that the television spot was broadcast post-watershed to reduce youth exposure. They also argued that the VOD advert was placed on a platform with parental controls.
ASA’s reassessment
The ASA, while acknowledging Ladbrokes’ protective measures, noted that watershed timings and platform controls cannot entirely exclude younger audiences. Therefore, adverts must still satisfy the “strong appeal” test which considers whether creative elements could unduly attract under-18s.
In its detailed review, the ASA examined whether the central creative elements, the Ladbucks token and the name, would generate “an obvious comparison” with established youth gaming currencies.
Although some generic similarities existed, such as the tokens being round, shiny, and featuring initials at their centre, the ASA determined that these resemblances were insufficient to conclude the advertisements held strong appeal for minors.
Key factors influencing the decision included material differences in the visual styling of Ladbucks. These were translucent dark red and set against a simple red-and-white colour scheme. It also included the use of straightforward typography, distinct from the bright, character-led, fantasy or cartoon styles commonly associated with children’s games.
‘Similarities were not obvious enough to make the ads likely to be of strong appeal to under-18s’
Based on these findings, the ASA ruled that the television advertisement did not breach BCAP Code rule 17.4.5. The VOD advert was also found to be compliant with CAP Code rules 16.1 and 16.3.12.
“We considered that although the name Ladbucks alongside the token’s imagery created some parallels with in-game currencies popular with under-18s, those similarities were not obvious enough to make the ads likely to be of strong appeal to under-18s,” the authority said in its updated ruling.
“Those similar features were generic and did not invite an obvious comparison with the tokens used in Fortnite and Roblox. Therefore, we concluded the ads were not likely to be of strong appeal to under-18s.”
The watchdog concluded no further action was necessary.
This comes as Entain is set to close over a third of its Ladbrokes shops in Ireland.
Kathryn Evans
Kathryn covers bitesize breaking news with a primary focus on EMEA and US legislation. A proud North Walian, fluent Welsh speaker and lifelong Wrexham FC fan – long before Hollywood came calling.
Original article: https://igamingbusiness.com/marketing-affiliates/asa-clears-ladbrokes-over-ladbucks-advertising-complaints/
