Ladbrokes ordered to pull Ladbucks ad over game currency likeness

The Advertising Standards Authority (ASA) has ordered Ladbrokes to withdraw a Channel 4 advert featuring its Ladbucks in-game tokens, after ruling it “strongly appeals” to people under the age of 18.

The ad, first seen on TV in December 2024, focused on the Ladbucks initiative, which provides customers with a chance to win free spins, free bets and other rewards via free-to-play games on Ladbrokes.

Two complaints were submitted to the ASA, questioning whether the term Ladbucks would appeal to younger people, considering its likeness to video game currencies targeted at a young audience.

Ladbrokes denies Robux currency link

In its initial response, Ladbrokes rejected the claim. It said Ladbucks were tokens, depicted as coins in the advert, and they could not be purchased. The operator stated the tokens have no monetary value and expire if not used.

The term Ladbucks is a play on the operator’s name and is meant to be recognisable to its players, rather than it being linked to the term “lad”.

However the operator acknowledged the use of the term “bucks” in video game currencies, particularly V-Bucks used in Fortnite, and Robucks in Roblox.

However, as both require parental permission to purchase, and users must be over 18 to buy themselves, they cannot be linked to Ladbucks, Ladbrokes insisted.

Imagery used in Ladbucks campaigns include poker chips, which can’t be linked to video game currencies, the operator added.

But ASA said the Ladbucks token’s design was round, shiny around the edges with an initial in its centre, which is similar to some video game currencies.

Ladbrokes added that Clearcast, an organisation that pre-approves adverts for UK television, had cleared the advert. It too denied links between Ladbucks and in-game currencies in video games. Channel 4 also believed the advert to be in line with regulations.

ASA sides with complainants

Analysing the case, the ASA made reference to both the BCAP and CAP Code. These state gambling ads must not appeal to under-18s.

The ASA rejected the bookmaker’s defence of the term Ladbucks. It said through its name and in conjunction with how the coin was depicted in the ads, it was likely to be of strong appeal to under-18s. This was due to its similarities to in-game currencies in titles such as Fortnite.

While the Ladbrokes name was not of appeal to children, ASA said lad and buck together was of concern. It said in the context of the ad, the word lad would appeal to some under-18s.

Compliance consultant Kirsty Caldwell took to LinkedIn to question the ASA’s ruling. “In my view Ladbrokes provided a decent defence which included comments that both Clearcast and Channel 4 were comfortable that the ad complied with CAP and BCAP codes,” she said.

“Also, while the use of tokens may be synonymous with video gaming, I’m pretty sure it has deep seated roots in remote gambling too.”

Concerns over exclusivity on Ladbrokes

In addition, the ASA took issue with how players could spend Ladbucks. Being limited to use on the Ladbrokes platform only, the regulator said this was likely to be reminiscent of the way in-game currencies were used.

“Therefore, we considered that was likely to further enhance its appeal to children through its resemblance to tokens used in gaming, with which they would likely be familiar,” the ASA said.

With this, the ASA concluded the name Ladbucks, when considered alongside the imagery and the application of the coin in the ads, was depicted in a manner similar to features in video games popular with children. As such, the adverts breached regulations.

“The ads must not appear again in their current form,” the ASA said. “We told Ladbrokes not to include content in ads that was reflective of youth culture, or which had strong appeal to those under 18 years of age.”