In December 2024, a series of television and Video on Demand (VOD) advertisements by Ladbrokes came under fire for allegedly targeting underage viewers. The promotional campaign centered around “Ladbucks,” a new token-based rewards system designed to offer players benefits such as free spins and free bets. However, the Advertising Standards Authority (ASA) ruled that the ads breached UK advertising codes due to their strong resemblance to virtual currencies popular with children, such as Fortnite’s “V-Bucks” and Roblox’s “Robux.”
Tokens That Raised Red Flags
The ads introduced “Ladbucks” as part of a loyalty-style scheme where users could collect shiny, coin-like tokens marked with “Lb” and use them in the Ladbucks Arcade, which featured games like Fishin’ Frenzy and Goldstrike. With over 100 million Ladbucks available each week, the campaign heavily emphasised the abundance and appeal of these rewards.
Two complainants flagged the ads to the ASA, highlighting how the coin visuals and name “Ladbucks” mirrored kid-friendly digital currencies, potentially drawing in an under-18 audience. Given the popularity of virtual tokens in online games aimed at younger users, such as those discussed in Ofcom’s 2024 media use study, concerns were raised about the blurred lines between gaming and gambling promotions.
Ladbrokes defended its campaign by stating that the term “Ladbucks” was a playful branding choice and that the tokens held no cash value, couldn’t be purchased, and were only accessible to verified users over 18. The company also argued that “bucks” is a general slang term for money and not exclusive to youth culture. Furthermore, the ads had been cleared by Clearcast and aired under targeting restrictions to avoid exposure to minors.
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ASA’s Final Word
Despite Ladbrokes’ rationale, the ASA upheld the complaints. It concluded that the combination of name, imagery, and the arcade-style game promotion was “likely to have strong appeal to children,” thereby breaching CAP and BCAP codes that govern gambling advertisements. The ASA specifically noted that mimicking visual and linguistic elements from child-favoured platforms created an unacceptable risk of underage interest.
The ruling means that the ads are now banned in their current form, and Ladbrokes has been instructed not to design promotional content that could be interpreted as appealing to youth culture. This crackdown aligns with wider concerns in the UK around the crossover between gaming and gambling, particularly as alternative platforms like British betting sites not on GamStop continue to draw scrutiny for their limited self-exclusion protections.
The ASA’s decision sends a clear signal to gambling operators: branding and design choices must be carefully considered to avoid unintended appeal to minors, especially in an age where digital game currencies are so deeply embedded in the culture of young users.