ASA Upholds Complaints Against Ladbrokes Over ‘Ladbucks’ Advertising
Both ads, which aired in December 2024, were found to breach UK advertising rules by employing language and imagery likely to appeal to individuals under the age of 18.
The Advertising Standards Authority (ASA) has upheld two complaints against LC International, trading as Ladbrokes, concerning its use of the term ‘Ladbucks’ in a television advert and a Video on Demand (VOD) campaign.
Both ads, which aired in December 2024, were found to breach UK advertising rules by employing language and imagery likely to appeal to individuals under the age of 18.
The promotional content centred on Ladbrokes’ ‘Ladbucks’ rewards scheme, which allowed users to collect virtual tokens and redeem them for offers such as free spins and bets. The tokens were presented as coins marked with the initials ‘Lb’, with references to games like Fishin' Frenzy and Goldstrike in what was described as the “Ladbucks arcade.”
Two viewers lodged complaints, arguing that the visuals and terminology were reminiscent of in-game currencies such as Robux and V-Bucks—digital currencies commonly used in games popular with children, including Roblox and Fortnite.
In response, Ladbrokes maintained that ‘Ladbucks’ had no real-world monetary value, could not be purchased, and were only available to verified users aged 18 or over. The operator defended the term as a brand-specific pun, not a deliberate reference to youth gaming culture.
However, the ASA concluded that the ads featured design elements strongly associated with games known to attract under-18 audiences. In particular, the shiny, stylised tokens used in the ad were found to closely resemble digital currencies widely recognised in the gaming world.
The ruling adds to a growing body of decisions reinforcing the UK regulator’s stance on protecting minors from gambling advertising, particularly where there is crossover with familiar elements of youth entertainment and gaming environments.
