PokerStars in hot water over Instagram advertising
So, what did Pokerstars actually do? We’re all about responsible gambling and the obligation the industry has to promote gambling in a principled, ethical manner. That’s why we’re always interested in the latest online gaming marketing trends and how successful they are in advertising gambling fairly and responsibly.
Pokerstars is under fire
Most recently, the UK’s Advertising Standards Authority (ASA) called out Stars Interactive, the parent company of PokerStars, for airing a “socially irresponsible” advertisement on Instagram.
The ad featured two social media influencers going head-to-head in a casino challenge. Although the tone was light and casual. The ASA determined that the ad ultimately trivialized gambling and portrayed it as an investment rather than the game of chance it truly is. This misleading framing raised immediate red flags.
The ad receives backlash
Following its release, the Pokerstars ad sparked backlash from industry watchers and the general public alike. Many felt it portrayed gambling success in an unrealistic light, encouraging risky behaviour. In response, Stars Interactive acknowledged the ad’s shortcomings. Admitted it violated the UK’s CAP Code, and swiftly removed it from Instagram. Furthermore, the company invested in additional marketing training for its UK-based employees to ensure stricter compliance in the future.
The ruling came swiftly
This Pokerstars ruling arrives shortly after a similar case in which five companies were reprimanded for TikTok ads suggesting that players could win real money from social casino games. A claim that was flatly untrue. These incidents serve as reminders that clear, responsible communication must always come first.
Ultimately, these recent actions show just how serious regulators and industry leaders are about protecting players and maintaining integrity in gambling promotion. Kudos to the ASA for holding marketers accountable and continuing to safeguard the space for everyone. Responsible advertising isn’t just a requirement—it’s a responsibility.