PokerStars in Trouble Water: ASO Slaps Wrists for Deemed-Irresponsible Casino Ad
Influencers Inevitably Endorse Slots Negligently in PokerStars Ad Campaign
While PokerStars, known for its popular peer-to-peer poker platform, is also pushing its online casino, an advert for this venture has landed it in hot water. The UK's Advertising Standards Authority (ASA) labeled the ad as irresponsible.
A soccer-focused influencer duo, Adam McKola and Rory Jennings, promoted the casino in an Instagram video. They played ten spins on a slot machine with a £100 ($129) stake, with the aim of seeing who would win more. The video showed them amassing a total of £862 ($1,116) between them.
Faked Luck and False Hope
The ASA perceived the ad as implying that simple actions or luck could contribute to substantial wins, which is a breach of advertising rules. They raised concerns over McKola's advice to Jennings to warm his finger up in the name of increasing chances of better results, and Jennings' statement at the end of the video, claiming that his £100 investment led to a £240 profit because of his slot machine skills.
Gambling operators are prohibited from portraying their games as investments. The ASA criticized the video for giving a "false sense of guaranteed success."
Brand on the Line
The ASA received a single complaint about the ad, and PokerStars admitted to violating the code of conduct. As a consequence, the brand has reportedly provided additional training to its staff members regarding advertising standards.
The ASA issued a warning to PokerStars, reminding the brand to exercise caution with future campaigns, to not trivialize gambling, encourage excessive participation, or describe gambling as an investment in marketing messages.
Enrichment Insights
- Inaccurate Depiction of Gambling: Advertisements should avoid creating unrealistic expectations about winning big or suggesting that success is solely based on luck without acknowledging the risks and uncertainties involved.
- Responsible Advertising: Messages must include responsible gambling messaging to promote awareness of potential risks and encourage responsible behavior.
- Adherence to Regulations: Online casinos must be licensed and authorized in the jurisdictions they operate and should deliver advertisements only in approved markets, ensuring compliance with local laws and regulations.
- Minor Audience Protection: Advertisements should not target young people and should ensure a safe environment for all viewers.
- The UK's Advertising Standards Authority (ASA) reprimanded PokerStars, known for its online casino and poker platform, for an irresponsible advertisement promoting casino games.
- The PokerStars advertisement in question, featuring soccer influencers Adam McKola and Rory Jennings, was criticized for implying that simple actions or luck could lead to substantial wins, which is a breach of advertising rules.
- In the video, Jennings claimed that his £100 investment led to a £240 profit due to his slot machine skills, and McKola advised Jennings to warm his finger for better results – practices that the ASA perceived as giving a false sense of guaranteed success.
- Meanwhile, casino-and-gambling personalities, Jennings included, should be mindful of their role in promoting responsible gambling, as operators are prohibited from portraying their games as investments.
- PokerStars acknowledged the violation of the code of conduct, providing additional training to staff members on advertising standards, and reportedly committed to exercising caution with future campaigns to avoid trivializing gambling, encouraging excessive participation, or describing gambling as an investment in marketing messages.
- As the gambling industry evolves with trends and celebrities shaping casino-culture, it is crucial for brands, influencers, and casinos alike to prioritize responsible-gambling messaging, enriching audience understanding of potential risks and promoting safe and enjoyable casino experiences.
