“Irresponsible” PokerStars ad featuring UK social media influencers banned by ASA

PokerStars

An Instagram advertisement published by online operator PokerStars has been banned by the UK’s Advertising Standards Authority (ASA) for neglecting socially responsible gambling behaviour.

The advertisement, uploaded on 23 December 2024, featured two prominent social media influencers; Rory Jennings and Adam McKola. 

To learn more about responsible gambling, visit our responsible gambling at casinos page which also offers resources and advice on where to seek help if needed. 

Within the short video, both individuals are shown to minimise the importance of prudent gambling practices by making light of winning, losing and placing bets.

Set in a casino, the video saw McKola and Jennings take on a ‘10-spin £100 challenge’ presented by PokerStars. 

Following a short introduction — in which McKola asked “Who’s going to win?” — both men were seen seated at separate Big Bass Bonanza slot gaming terminals. 

McKola then exclaimed that he had won “£185 on one spin”, followed by repeat £100 gains. The total for McKola’s slot machine soon hit £320 and Jennings, seemingly bewildered by McKola’s consistent returns, enquired whether his friend could offer any tips on how to guarantee a win.

“You gotta heat your finger up”, McKola responded. Jennings then blew on his finger and pressed a button on the slot machine. A profitable result ensued. 

The implication is that an individual can increase their chances of winning by undertaking trivial actions.

The commercial concluded with McKola earning £662.50 in total, while Jennings attained £240. It is at this point that the pair are deemed to downplay the gravity of gambling losses – as Jennings said: 

“He (McKola) beat me at everything. He beat me at the Last Longer (a poker event), and now he’s beating me at slots.”

Quickly, Jennings — who was moments earlier presented as having ‘lost’ the ‘challenge’ — flips the narrative: “Can you believe that? I invested £100 and five minutes later, £240 because of my skill at slots”

This framed the ‘losing’ player as a winner – portraying a false sense of profitability. Stars Interactive acknowledged that the advertisement failed to uphold the Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP). 

The group stated that the video had been posted in error and PokerStars deleted the commercial upon receiving the complaint. 

Moreover, Stars Interactive explained that they hold mandatory training for all UK staff participating in the creation of marketing campaigns and reaffirmed its commitment to national advertising regulations. 

In a statement on the ruling against PokerStars, the ASA said: “The ad portrayed, condoned and encouraged gambling behaviour that was socially irresponsible and could lead to harm, and therefore breached the Code.”

Specifically, the ASA noted that McKola’s results illustrated a false sense of instant success. 

Together, with the actions of Jennings, who dubbed his bets as light-hearted “investments”, the ASA judged that the advertisement “gave the impression that the decision to gamble had been taken lightly and was therefore likely to encourage some consumers to participate repetitively.”

The advertising regulator advised PokerStars that the advertisement must remain unavailable for public viewing. In addition, the ASA stipulated that PokerStars should not portray, encourage or condone potentially harmful and socially irresponsible gambling behaviour in future advertisements.