ASA warns gambling affiliate over ads shown to self-excluding user

The ruling expands regulatory scrutiny beyond operators to the marketing channels that direct consumers to betting brands.

Key takeaways:

• The ASA upheld a complaint against Optival Ltd, operator of Best Bookies and Betting Sites, over a gambling-related search advertisement.
• The advert appeared after a user searched for “self-exclusion bookies”, a term the regulator said indicated potential vulnerability to gambling harm.
• The advertisement promoted betting sites and bonus offers through a “Top 15 Betting Sites UK” listing.
• Optival said the search term was not intentionally targeted and that Google’s automated query matching triggered the advert despite existing keyword exclusions.
• The ASA ruled that the company’s safeguards were insufficient and ordered stronger controls to prevent similar incidents.

UK.- The UK Advertising Standards Authority (ASA) has ruled against gambling affiliate website Best Bookies and Betting Sites after one of its search advertisements appeared in response to a query from a user seeking self-exclusion information. It upheld a complaint against Optival Ltd, which operates , concluding that the company’s advertising controls failed to prevent gambling promotions from being shown to potentially vulnerable consumers attempting to limit their gambling activity.

The ruling centred on a paid search advertisement displayed on August 10, 2026, after a user searched for “self-exclusion bookies”. The ASA determined that the search term strongly suggested the individual was looking for information on stopping or restricting gambling, making them potentially vulnerable to gambling-related harm.

Despite this, the advert promoted gambling offers through a “Top 15 Betting Sites UK” listing and featured references to “Exclusive First Bet Bonus” promotions and “Best Welcome Bonus Offers by UK’s Top Online Sports Betting Brands for 2025”.

Although Optival operates as an affiliate comparison website rather than a gambling operator, the regulator concluded that the advertisement effectively promoted online betting services by directing users to bookmakers.

In its assessment, the ASA stressed that businesses marketing gambling-related products and services must take care not to expose vulnerable audiences to promotional content. It said that displaying betting-related advertising to users actively searching for self-exclusion information created a significant risk of harm.

Optival’s defence

Optival argued that it had not intentionally targeted the search term. The company told the ASA that “self-exclusion bookies” was not included among its targeted keywords and submitted Google Ads reports that showed no direct keyword match.

The firm said it maintained negative keyword lists designed to prevent adverts from appearing alongside searches related to self-exclusion, GamStop and other problem gambling terms. It claimed the advert was triggered by Google’s automated query-matching technology and represented an isolated incident that fell below reporting thresholds.

The company also stated that it would expand its exclusion measures to reduce the likelihood of similar occurrences in future.

The ASA nevertheless concluded that the safeguards in place at the time were insufficient. It deemed there to be a “strong likelihood” that vulnerable consumers had been inadvertently exposed to gambling promotions and ruled that the advertisement breached the social responsibility requirements contained within the CAP Code.

As a result, the watchdog ordered Optival to ensure the advertisement does not appear again in response to searches for “self-exclusion bookies” or similar self-exclusion-related terms. The company must also strengthen its targeting controls for gambling-related search advertising.

The decision comes as self-exclusion tools continue to be used by a growing number of UK consumers seeking to manage their gambling activity. By the end of 2025, all-time subscriptions to GamStop had surpassed 600,000. The Gambling Commission has been focusing on breaches of self-exclusion compliance. In August, it fined adult gaming centre operator Holland Park Leisure Limited £150,000 for failing to participate in the mandatory self-exclusion scheme.

FAQs

Why did the ASA rule against Best Bookies and Betting Sites?

The regulator found that a gambling-related search advert appeared after a user searched for “self-exclusion bookies”. The ASA concluded this created a risk of exposing potentially vulnerable consumers to gambling promotions.

What was wrong with the advertisement?

The advert promoted betting sites and welcome bonus offers despite being shown to someone apparently seeking information about self-exclusion. The ASA said marketers should take particular care when dealing with audiences at risk of gambling harm.

Did Optival intentionally target self-exclusion searches?

Optival said it did not. The company told the ASA that the term was not among its targeted keywords and argued the advert was triggered by Google’s automated matching technology despite existing exclusion measures.

What action must the company take?

The ASA ordered Optival to ensure the advert does not appear again for searches related to self-exclusion and to strengthen its keyword targeting and exclusion controls.

Why is this ruling important for the gambling industry?

The decision demonstrates that regulatory expectations extend to affiliate marketers as well as operators. It also reflects increasing focus on protecting consumers who are actively seeking gambling support or self-exclusion services.