Regulator cites resemblance to popular gaming currencies like Robux and V-Bucks
The UK’s Advertising Standards Authority (ASA) has upheld two complaints against LC International, trading as Ladbrokes, ruling that its ‘Ladbucks’ rewards scheme advertisements were in breach of advertising codes due to their strong appeal to children. The regulator found that both the television and Video on Demand (VOD) adverts, which aired in December 2024, used imagery and language likely to resonate with under-18s, contravening the BCAP and CAP Codes.
The Issue: Youth-Oriented Design and Terminology
At the centre of the ASA’s decision was the use of ‘Ladbucks’ – a reward token featured in the ads – which bore striking similarities to virtual currencies like V-Bucks (used in Fortnite) and Robux (used in Roblox). These in-game currencies are widely recognised among young people and have established associations with under-18 online gaming culture.
The Ladbucks tokens were visually presented as glossy, round coins with the initials “Lb”, echoing the digital stylings commonly seen in youth-targeted games. Viewers raised concerns that this design, along with references to redeeming Ladbucks for arcade-style games like Fishin’ Frenzy and Goldstrike, strongly mirrored environments popular with children.
Ladbrokes’ Defence Falls Short
Ladbrokes maintained that the campaign was solely aimed at adults, stating that Ladbucks held no monetary value, could not be bought, and were only accessible to verified users aged 18 and over. The operator argued the term ‘Ladbucks’ was a brand-driven pun and not deliberately evocative of youth-focused gaming experiences.
Despite these assurances, the ASA referenced Ofcom data and other cultural markers to support its claim that the design and language used were likely to engage younger audiences.
Precedent and Policy Context
The decision follows similar rulings by the ASA, including a September 2024 ban on five social casino game ads that were found to have misleading and youth-appealing content. The authority is increasingly attuned to the intersection between gambling marketing and digital culture, particularly where that culture overlaps with underage gaming audiences.
The breaches identified in this case include BCAP Code rule 17.4.5 and CAP Code rules 16.1 and 16.3.12, all of which prohibit gambling ads from appealing strongly to under-18s or reflecting youth culture.
Ruling and Industry Implications
The ASA ruled that the Ladbrokes ads must not appear again in their current form. It also instructed the operator to avoid using visuals or terminology that mimic elements familiar from youth gaming. This case serves as a clear signal to other gambling operators: branding and promotional creativity must steer clear of any associations that could inadvertently appeal to minors.
As the lines between gambling and gaming continue to blur, regulatory bodies are making it increasingly clear that anything resembling a youth-centric digital environment is off-limits for gambling marketing.
