Instagraam Advertising with Influencers: A Dangerous Gamble?
UK Advertising Authority criticizes PokerStars for misleading marketing practices
A recent Instagram ad by PokerStars has come under fire for breaching responsible gambling rules. As we delve into the nitty-gritty, let's unravel the truth behind the controversy.
Luring with Lies
By the reports of iGamingBusiness [Link], the Advertising Standards Authority (ASA) slammed PokerStars for a deceitful Instagram ad featuring influencers Rory Jennings and Adam McKola. In a clip from December 2024, they appeared to effortlessly win large sums on slot machines.
What raised the ASA's eyebrows was Jennings declaring that a £100 investment yielded a £240 payout within five minutes, solely due to his skills. This statement entirely disregarded the fact that gambling is not about investments or skills, as it might lead novice players to confuse gambling with a potential source of income.
McKola's repeated big wins and Jennings' victory following a superstitious gesture like blowing on his fingers provoked the ASA's ire. The ASA questioned the doctrine that rituals or lucky charms could manipulate the outcome of the game.
CAP Code: The Rules of the Game
The Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) imposed by the Committee of Advertising Practice (CAP) is the UK's golden rulebook for non-broadcast advertising, such as social media, online platforms, print media, and direct marketing. It is enforced by the ASA.
The core objective of the CAP Code is to maintain advertisements that are sincere, socially responsible, and fair, promoting honesty towards consumers and society, especially the sensitive sectors like gambling, alcohol, and health [1][3].
Gaming the System
StarsInteractive, PokerStars' parent company, conceded that the ad violated the UK CAP advertising code. They are committed to adhering to legal requirements, industry-specific rules, and regulatory standards [1]. The ad, apparently not officially approved, accidentally found its way onto the company's Instagram channel.
Violating the CAP Code can lead to ads being axed or yanked off, and companies must set up internal systems for ad control to ensure that their marketing campaigns remain compliant with the code.
In this case, the ASA deemed the ad socially reckless. By emphasizing frequent wins, omitting gambling risks, and presenting it as a skill-based endeavor, it perpetrated a distorted image [1]. The clip could spur users to play impulsively and recklessly, with potentially damaging financial or social consequences.
Tightening the Grip
This ruling is part of the ASA's intensified crackdown on problematic gambling advertising, with a special focus on influencer marketing on social media platforms [5]. Back in September 2024, the authority sanctioned five casino operators for misleading TikTok ads [5]. A recent GambleAware study concluded that gambling advertising in the UK is not stringently controlled enough [5].
Your advertising should not trivialise gambling, encourage frequent or repeated participation, or portray it as an investment. Let the odds speak for themselves!
Enrichment Data:
- The CAP Code is the UK's comprehensive guide for non-broadcast advertising, including social media, direct marketing, online platforms, and print media advertising.
- Responsible advertising means advertisements that are truthful, accountable, and supportable.
- The ASA enforces the UK CAP Code and ensures compliance through monitoring, regulation, and adjudication.
- Breaches of the CAP Code may result in the removal or banning of advertisements. Companies must adhere to advertising standards and establish internal processes for compliance.
- The ASA aims to protect consumers, especially vulnerable groups, from exploitative or misleading advertising practices.
- In addition to the CAP Code, the Gambling Commission also regulates gambling advertising to ensure consumer protection and reduce gambling-related harm.
- What prompted criticism was a PokerStars Instagram ad featuring Rory Jennings and Adam McKola, which disregarded responsible gambling rules, as it presented gambling as a potential source of income relying on skills and superstitions.
- In the clip, Jennings claimed a £100 investment yielded a £240 payout in five minutes, an assertion that overlooked the fact that gambling is not about investments or skills.
- The Advertising Standards Authority (ASA) accused the ad of being deceitful, as it misrepresented the true nature of gambling, rendering it a socially irresponsible advertisement.
- StarsInteractive, PokerStars' parent company, admitted the ad contravened the UK's Committee of Advertising Practice (CAP) advertising code, emphasizing the importance of adhering to regulatory standards and industry-specific rules.
- The ASA's focus on reinspecting gambling advertising, particularly on social media influencers, is part of a larger commitment to maintain responsible advertising practices and protect consumers, especially vulnerable groups, from misleading advertising.
- It's crucial for advertisers to refrain from trivializing gambling, encouraging frequent or repeated participation, or portraying it as an investment.
- Enforcement agencies like the ASA and Gambling Commission serve the purpose of ensuring advertising follows ethical guidelines, enforces transparency, and safeguards consumers against exploitative or misleading practices in gambling, casino, and gaming industries.
- Social media platforms, print media, online platforms, and direct marketing are subject to the CAP Code, a UK guideline that aims to ensure advertisements are truthful, accountable, and supportable, thereby fostering responsible gambling culture and general news awareness.
