PokerStars slammed for reckless influencer ad pushing false success
The UK Advertising Standards Authority (ASA) has banned a PokerStars Instagram video featuring influencers Rory Jennings and Adam McKola, ruling it gave a false impression of gambling success, misrepresented slot machines as investments, and encouraged irresponsible behaviour.
A single complaint prompted regulatory scrutiny, leading PokerStars Casino to remove the ad published on 23 December 2024 on their official Instagram account. That complaint proved enough. In its ruling, released on 26 March 2025, the ASA concluded that the advert breached multiple clauses in the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code), namely 16.1, 16.3 and 16.3.1 – all relating to gambling.
Instagram spin spirals into full ASA ban
The advert showed Jennings and McKola taking on a light-hearted ‘slots challenge’ in a casino setting, each armed with a £100 budget and 10 spins on The Big Bass Bonanza.
The format was simple: who could win more? McKola, who was seen winning £185 and then £100 on subsequent spins, ended up with £622.50. Despite “losing” the challenge, Jennings still walked away with £240. The video concluded with him smiling into the camera and saying, “Can you believe that? I invested £100 and five minutes later, £240 because of my skill at slots.”
McKola also joked about his method for winning: “You gotta heat your finger up,” prompting Jennings to blow on his hand and press spin—only to win even more money. The ASA said the exchange downplayed the risk and suggested that luck or simple gestures could somehow beat the odds.
ASA ruling hits out at three core breaches
The ASA had three big problems with this:
- First up, it made winning look easy — too easy. Win after win, no losses in sight. That’s not gambling, that’s fantasy.
- Then, there’s the tone. A cheeky competition between mates made it all feel light and breezy — the kind of thing you’d try again and again without thinking twice.
- And then came the real slip-up: Jennings claiming he “invested” £100 and won thanks to his “skill.” As far as the ASA is concerned, that’s not just nonsense — it’s dangerous.
PokerStars responds
Stars Interactive Ltd, the operator behind PokerStars, acknowledged that they published the advert in error. The company said it took immediate action to remove the post once notified and highlighted its internal compliance training for UK ad campaigns, adding that it remains committed to upholding responsible advertising standards.
The ASA wasn’t entirely unsympathetic to this response. Still, it upheld the complaint, banned the ad from appearing again, and warned PokerStars that future ads must not portray gambling as a route to riches or rely on irresponsible humour.
“Their ads should not trivialise gambling, encourage frequent and repetitive participation, or describe gambling as an investment,” the ASA stated.
Are influencers making gambling look too easy?
Influencer marketing in gambling has become a balancing act on a knife’s edge. This latest case sharpens growing fears that social media content isn’t just playful. It is persuasive, especially for younger, more impressionable audiences.
Just because it’s on Instagram doesn’t mean it gets a free pass. The ASA holds influencer content to the same rulebook as TV or print. And with Instagram and TikTok being common promotional battlegrounds, the ASA has ramped up its focus on these formats. Missteps like those made by PokerStars are no longer considered harmless banter. Indeed, a recent joint operation by the civil police of several Brazilian states resulted in the arrest of multiple digital influencers accused of promoting illegal gambling platforms.
What makes an ad socially irresponsible?
The ASA defines irresponsible ads as those which:
- Encourage behaviour that could lead to financial, emotional or social harm.
- Mislead consumers about the nature or likelihood of success.
- Target or appeal to vulnerable audiences such as children or problem gamblers
Simple edits like showing losses or removing language like “investment” and “skill” could have kept the ad within the rules. But the final edit failed those basic safeguards.
The company’s consequences for breaching ASA rules
When the ASA comes knocking, it’s not just a slap on the wrist. Offensive ads get pulled immediately. Names go public. Stories hit the papers. And if a brand keeps stepping out of line, it could land on the ASA’s non-compliance list — or even get flagged to Trading Standards or Ofcom. The consequences don’t end with deletion.
Fines fade. But the bruises to reputation? They tend to linger long after the paperwork’s done. PokerStars now finds itself publicly associated with an irresponsible advert — a damaging link in a sector where regulatory integrity is paramount.
They join a growing list of advertisers censured by the ASA:
- Elfbar vape ads: Misled consumers by implying recyclability that wasn’t realistic
- ASA banned ads featuring Steven Bartlett for not making it clear he had a financial stake in the products being advertised.
- Temu marketplace ads: Featured inappropriate imagery and targeted the wrong audiences
- Warehouse fashion ads: Deemed to promote unhealthy body image
- Luton Airport “green growth” campaign: Misleading environmental claims
The gambling industry is consistently one of the most scrutinised sectors. Alongside PokerStars, previous bans have hit Ladbrokes and 888 for similarly careless claims.
How to avoid another ASA fail
To stay on the right side of the regulator, gambling operators should:
- Avoid any language suggesting gambling is a source of income
- Steer clear of depicting repeated wins
- Ensure influencers disclose paid partnerships
- Include realistic outcomes—including losses
- Avoid appealing to underage audiences or glamorising betting
The CAP Code is publicly available and regularly updated. Ignorance isn’t a defence—not anymore.
This wasn’t a rogue ad in an obscure market. It was a mainstream campaign with recognisable faces aired on a public channel in a tightly regulated country. That it was only pulled after a single complaint shows how seriously the ASA takes its duty.
PokerStars may have bet on banter. But this time, the house didn’t lose – it ruled.
