ASA Reverses 2025 Ruling On Ladbrokes Rewards Advert

The Advertising Standards Authority has reversed its prior ruling against Ladbrokes in June 2025. A TV advert was aired on 17 December 2024, featuring a voice-over that introduced a rewards programme using “Ladbucks” as tokens.

Two complaints were submitted, arguing that the word “Ladbucks” could attract under-18 audiences due to perceived similarities with video game currencies. Last year, the ASA ruled that this campaign breached both the BCAP and CAP advertising codes. 

The regulator has overturned its ruling through a statement. “We considered that although the name Ladbuck alongside the token’s imagery created some parallels with in-game currencies popular with under-18s, those similarities were not obvious enough to make the ads likely to be of strong appeal to under-18s.”

Operator defends branding and contextual usage

Ladbrokes was clear throughout the process that the term “Ladbucks” derives directly from its brand name. The company argued that “bucks” is widely used as a generic reference to currency. 

Complainants had pointed to titles such as Fortnite and Roblox, where virtual currencies like V-Bucks and Robux are central to gameplay. Ladbrokes countered that there was no “realistic risk” of confusion with these games through the language or visual elements. 

The operator also noted that the games featured in the campaign, including Fishin’ Frenzy and Goldstrike, are for adult audiences with ads similar to standard gambling advertising.

An Entain spokesperson said: “We welcome the ASA’s decision to overturn its original ruling on Ladbucks advertising. The independent review has recognised that this was a responsibly designed marketing that does not have a strong appeal to under 18 year olds.”

Mixed track record highlights continued scrutiny

Legal observers have responded to the reversal with some support. Melanie Ellis, partner at Northridge Law, commended the reversal, describing the initial ruling as “particularly unfair.”

This marks the eighth time the ASA has reviewed complaints related to Ladbrokes advertising activity. Even with the reversal, the operator has succeeded in only three of those cases. This record highlights the regulator’s commitment to examining gambling advertising in a bid to protect the youth population.

Ladbrokes will be delighted after last year’s ruling against their TV advert was reversed by the Advertising Standards Authority. It has been established that there are no connections between “Ladbucks” and video game currencies enough to capture audiences below 18 years.