The Advertising Standards Authority (ASA) has upheld a complaint over an advertisement for PokerStars, The complainant challenged whether the ad portrayed, condoned or encouraged gambling behaviour that was socially irresponsible or could lead to financial harm.

An Instagram post from the PokerStars account, seen on 23 December 2024 featured a video of two people, Rory and McKola, in a casino. One was wearing a PokerStars branded jumper. Rory said, “Can you believe that? I invested £100 and five minutes later, [bleep]”.

The video then flashed back to provide context, with McKola greeting viewers. “Yes people, what’s going on? McKola and Rory here, and PokerStars Casino have set us a little challenge. We’ve got a £100 each Ror, 10 spins, who’s gonna win?”

The video showed them competing on separate slot machines, playing “The Big Bass Bonanza”. McKola exclaimed, “Mate, I’ve just won £185 on one spin”. Rory responded, “No … you serious?” McKola continued, “Another £100”, as the credit display updated to £320. As McKola won another £100, Rory asked, “Are you just pressing the button? Are you doing anything? Give me some tips here”, to which McKola replied, “You gotta heat your finger up.” Rory blew on his finger, pushed the button and won more money.

McKola ended up with £662.50, while Rory finished with £240. McKola declared, “Yeah, I’m just a lucky guy” and Rory added, “He beat me at everything. He beat me at the Last Longer, and now he’s beating me at slots.” The video concluded with Rory facing the camera as he did in the clip at the beginning of the ad, saying, “Can you believe that? I invested £100 and five minutes later, £240 because of my skill at slots”.

Text in the caption stated “@chelsearory can’t catch a break! #PokerStars #Poker #PokerTournament #PokerLife #PokerPlayer. Play Responsibly. +18. BeGambleAware.org”.

Stars Interactive Ltd t/a PokerStars acknowledged that the ad did not comply with the CAP Code. They said that the ad was published in error and removed it from Instagram upon receiving the complaint. They said that they provided mandatory advertising compliance training to all employees involved in UK ad campaigns and were committed to ensuring that all forms of advertising followed the relevant legislation, regulations and any applicable industry codes of practice.

The ASA said the ad must not appear again in the form complained of. We told Stars Interactive Ltd t/a PokerStars to ensure that their future ads did not portray, condone or encourage gambling behaviour that was socially irresponsible or could lead to financial, social or emotional harm. For example, their ads should not trivialise gambling, encourage frequent and repetitive participation, or describe gambling as an investment.