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Read Full BioThe UK’s Advertising Standards Authority (ASA) announced last week that it had determined LiveScore Bet had breached its advertising codes following a series of gambling ads reaching underage users.
The decision was made following a complaint that two LiveScore Bet ads promoting betting odds appeared in a version of its sports score app accessible by users under the age of 18.
The ASA’s clampdown also mirrors the Dutch Gambling Authority’s similar clampdown on licensed operators failing to protect young gamblers.
LiveScore Bet, part of the LiveScore Group enterprise, operates its own licensed sportsbook in partnership with the broader LiveScore results platform.
The findings revealed that, although the group uses age-restrictive features that require users to declare their ages, the ASA found that LiveScore Bets content still permeated through to underage users using both Android and iOS devices.
LiveScore Bet Claims Technical Glitches Led to Ads Slipping Through The Net
The first ad, which was only visible to users with Android devices, featured a toggle switch labeled “LiveScore Bet” alongside its live football scores page.
When activated, the toggle would reveal the site’s interactive odds for an upcoming fixture. By clicking through, users would be connected to the site’s live betting platform.
In response, LiveScore Bet claimed that internal testing on Android was unable to replicate the ad’s appearance in the under-18 platform version. Nevertheless, the ASA independently verified that the ad was, in fact, visible within the restricted format and, therefore, directly breached its advertising guidelines.
The second offending ad affected iOS device users, which displayed a banner titled “Match Odds” with three clickable buttons and betting options featured below the match lineups.
Despite the advert stating “18+ Bet Responsibly,” it still appeared within a setting specifically designed to shield minors from gambling promotions.
Relating to the iOS matter, LiveScore Bet acknowledged that the iOS ad was the result of a technical fault found in an older version of the app.
Because of this, they argued, the damage was limited to a small percentage of iOS users and did not direct them to further gambling content.
Regulatory Infringements and Potential Repercussions
Subsequently, the ASA was not swayed by these justifications and chose to reinforce that gambling promotions must not appear in any media setting, which includes underage users.
The regulator cited breaches of its CAP Code rules 1.3, 16.1, and 16.3.13, which prohibit gambling ads from being accessible or directed at individual users under the age of 18.
LiveScore Bet responded by arguing that its age-gating configurations have been in place since 2020 and are considered one of the most proactive safeguards against incidents like this from occurring.
The firm also argued that LiveScore Bet does not benefit from these breaches as underage users are legally barred from placing bets.
The ASA chose not to impose a financial penalty against the organization this time. However, it could hinder the firm’s advertising capabilities in the future.
Additionally, LiveScore Bet risks being reported to gambling regulatory authorities and facing potential disciplinary measures from media outlets and their governing bodies.
