Ladbrokes has come under fire by parents who saw an ad for the gambling operator’s welcome bonus on an app they use for monitoring their babies. [Image: Shutterstock.com]

Parents in the UK have expressed concern after seeing ads for gambling brand Ladbrokes on an app popular for monitoring babies. The Guardian reported that the message promoted a £30 ($37) welcome offer on the YCC365 Plus app, which is used in conjunction with a Wi-Fi home monitoring system.

One parent said that watching his baby with the visible gambling ads “just feels wrong.” Prominent figures pushing for further restrictions on gambling in the UK are using this instance to support their desire for stricter advertising rules.

did not violate regulations as the app does not target underage people

Ladbrokes’ owner Entain remarked that the appearance of its ads did not violate regulations as the app does not target underage people.

The case bears similarities to a 2023 incident when Ladbrokes sister brand Coral reportedly paid a blog site targeting new mothers to display ads for casino games. Entain remarked that the time these blogs were posted was before it assumed ownership of the brand.