UK ad watchdog raps LiveScore over betting odds in app for under 18s
The ASA has found that two LiveScore ads breached rules.
UK.- The Advertising Standards Agency (ASA) has determined that two LiveScore Bet adverts breached regulatory guidelines when they appeared in an under-18s version of the Live Score app. The ads allegedly showed betting odds in the app, which focuses on sports coverage, including football scores and fixtures.
An complaint said that an ad viewed on an Android device displayed live football scores beside a LiveScore Bet logo next and a toggle switch. When activated, the toggle revealed betting odds for the matches. Clicking on these redirected users to the LiveScore Bet app.
A second ad seen on an iOS device involved a banner highlighting available betting odds displayed on a page featuring football team line-ups. Tapping on the banner led users to the LiveScore Bet app.
LiveScore argued that it had a mainly adult user base and that it voluntarily used an age-gating tool to prevent under-18 users from accessing gambling-related content, including odds, although this depends on user’s self-declarations. It said that when it tested the first advert cited, it was unable to replicate instances of gambling-related content appearing. It was also unable to identify any technical issues that would have allowed betting odds to be viewed by minors.
In the case of the second ad, the company admitted that a technical issue in a previous version of its app had caused gambling-related material to be visible to users who identified themselves as being under-18. However, it claimed that there was no link to other gambling content. It added that the app had since been updated to correct the issue.
Nevertheless, the ASA upheld the complaint, noting that the CAP Code states that gambling advertisements must not be directed at individuals under the age of 18. It said it had observed the first ad in the under-18s version of the app while the technical error in the second case should have been avoided.
It instructed LiveScore Bet to ensure that such advertisements do not appear in the under-18 version of the app in the future and said the operator must implement stricter targeting measures for future campaigns.
Following the verdict, LiveScore Bet repeated its argument that misplacement of the first ad had not been conclusively verified and that the second was the result of a technical issue that affected a small number of users.
It said: “We prioritize customer safety above all else and remain committed to responsible advertising practices. Given our audience demographics, the selection of LiveScore as a media partner falls within the ASA’s guidelines for gambling-related promotions, and any exposure to betting content was entirely unintentional.
“As an operator, we have no incentive for under-18 users to view our adverts, as this audience is ineligible to engage with our services. Unlike other sports media platforms and news sites that consistently display betting odds and gambling promotions to audiences that may include under-18 users, LiveScore proactively implements an industry-leading, voluntary safeguard. This feature enables underage users to filter out adult-focused content from their experience,” the statement continued.
“This safeguard exceeds regulatory requirements and underscores our commitment to responsible advertising. Although we are disappointed with the ASA’s ruling, we believe our age-gating system brings a net positive benefit to LiveScore’s broader user base and aligns with responsible advertising principles.
“Safeguards are designed in good faith, and rare technical issues do not equate to negligence or a disregard for the rules. Such malfunctions should not be interpreted as breaches of the CAP Code.”
LiveScore, which operates both LiveScore Bet and Virgin Bet, recently announced that it was trialling a four-day working week for staff in London. Employees are working at the office from Monday to Thursday and will have most Fridays off. Some Fridays will remain working days to support key sports and business events. The trial will run 12 months.
The news comes after the company announced in November that LiveScore Group’s restructuring would affect 100 employees at various locations including its London office after LiveScore Bet decided to pullout of the Dutch online gambling market.
