ASA blasts PokerStars over “irresponsible” influencer advert
PokerStars featured the advert on its official Instagram account on 23 December last year. It featured influencers Rory Jennings and Adam McKola playing out a scene in a casino setting.
Jennings and McKola were shown taking part in a challenge set by PokerStars Casino. This was based on who could win more wagering £100 (€120/$129) across 10 spins on a slot game.
The video showed McKola winning large amounts on several spins, including separate wins of £185 and £100. Jennings asked for tips on how to win big, with McKola saying “heat your finger up”, with Jennings then shown blowing on his fingers before pressing the “spin” button and winning more money.
McKola ended his 10 spins with £622 in credit and Jennings £240, with McKola saying, “Yeah, I’m just a lucky guy.” The ad concluded with Jennings facing the camera, saying “Can you believe that? I invested £100 and five minutes later, £240 because of my skill at slots.”
Shortly after the advert went live, a single complainant contacted the ASA. They challenged whether the ad portrayed, condoned or encouraged gambling that was socially irresponsible or could lead to financial harm.
PokerStars admits to breaking rules
Responding to the complaint, PokerStars acknowledged that the advert did not comply with the CAP Code. It said the ad was published in error and was removed from Instagram upon receiving the complaint.
PokerStars also said it provided mandatory advertising compliance training to staff involved in UK ad campaigns.
It added it is committed to ensuring all ads comply with relevant legislation, regulations and any applicable industry codes of practice.
ASA: Advert could lead to harm
In its own assessment, the ASA upheld the complaint, ruling that it did breach the CAP Code. In particular, it highlighted rules 16.1, 16.3 and 16.3.1 in Edition 12 of the CAP Code, all of which related to gambling advertising.
Setting out its decision, the ASA referenced the portrayal of McKola consistently winning large sums of money in a short period of time. It said this created a “false sense of guaranteed success”. It also acknowledged how Jennings, despite losing the challenges, was also shown making money.
The ASA also flagged how Jennings blowing on his finger and pushing the button to win more gave the impression that luck or simple actions could lead to significant rewards.
In addition, it took offence to Jennings’ claim that playing slots was an investment. This, together with the portrayal of easy and repetitive wins, gave the impression the decision to gamble had been taken lightly and would therefore likely encourage some consumers to play repetitively.
As such, it ruled the advert portrayed, condoned and encouraged gambling behaviour that was socially irresponsible and could lead to harm. Therefore, PokerStars breached the CAP Code by featuring the advert on its Instagram page.
Adverts must not promote irresponsible gambling
ASA informed PokerStars the advert must not appear again in this form. It also warned the operator over its future conduct, saying ads must not portray, condone or encourage behaviour that is socially irresponsible or could lead to financial, social or emotional harm.
“Their ads should not trivialise gambling, encourage frequent and repetitive participation, or describe gambling as an investment,” the ASA said.