LiveScore Bet has landed in hot water with the UK’s Advertising Standards Agency (ASA) over allegations that two of its advertisements violated rules by appearing in a version of the LiveScore app allegedly tailored for minors. This case brings forward the complex dynamics between advertising compliance and protecting underage audiences.
- Key Details of the ASA’s Ruling
- The Controversial Advertisements
- LiveScore Bet’s Official Response
- Technical Failures, Not Intentional Targeting
- Rebutting the “Under-18 Version” Claim
- Proactive Age-Gating Measures
- Regulations and Outcomes
- Violations of the CAP Code
- Industry Advertising Standards
- ASA’s Directive to LiveScore Bet
- What This Means for the Industry
- Conclusion
Key Details of the ASA’s Ruling
The Controversial Advertisements
ASA’s ruling involved two specific instances where gambling ads were displayed improperly within the LiveScore app intended primarily for sports enthusiasts. Here’s a breakdown of the two cases:
- Android Advertisement: Featured live football scores alongside the LiveScore Bet toggle. Clicking activated betting odds that redirected users to the LiveScore Bet app. Despite testing, LiveScore Bet couldn’t replicate this particular ad’s accuracy.
- iOS Advertisement: Showcased football lineups with LiveScore Bet odds banners. According to LiveScore Bet, this occurred due to a technical fault limited to an older app version, impacting only a small segment of users.
LiveScore Bet’s Official Response
Technical Failures, Not Intentional Targeting
The operator strongly refuted suggestions of deliberate exposure of gambling content to minors. Regarding the iOS issue, the company ascribed it to an unidentified bug affecting a single release of the app—a point central to their defense.
Rebutting the “Under-18 Version” Claim
LiveScore Bet challenged ASA’s description of an “under-18 version” of the app, maintaining that no separate version exists. Instead, they labeled their single app as inclusive, offering tailored experiences for both minors and adults, driven by a commitment to social responsibility.
Proactive Age-Gating Measures
According to LiveScore Bet, they’ve implemented advanced age-gating safeguards exceeding regulatory requirements. UK users are presented with an age-validation screen blocking advertising content, providing a protective layer not all competitors adopt.
Regulations and Outcomes
Violations of the CAP Code
The ASA ruled that LiveScore Bet’s advertisements contravened rules under the CAP Code, specifically:
- 1.3: Mandates social responsibility in marketing.
- 16.1: Ensures children are not exposed to gambling advertising.
- 16.3.13: Prohibits directing marketing communications at under-18 audiences.
Industry Advertising Standards
The current guidelines require gambling promotions to steer clear of targeting minors, whether in promotional placement or content. However, this case underscores the challenges operators face in upholding these standards across complex digital platforms and their technical infrastructures.
ASA’s Directive to LiveScore Bet
The ASA ordered LiveScore Bet to implement robust systems ensuring gambling ads do not inadvertently target underage users. The operator must now refine its processes to guarantee compliance and avoid future violations.
What This Means for the Industry
The LiveScore Bet case echoes wider issues in the gambling industry, where advertisers must address the delicate balance between reaching customers and avoiding exposure to vulnerable groups like minors. The contrasting ASA rulings—such as the April 2025 Stuart Broad case—highlight the multifaceted challenges regulators and operators face in establishing fair standards.
Conclusion
Ultimately, this situation signals to gambling operators the importance of sophisticated safeguards and consistent compliance monitoring. With regulatory bodies enforcing stringent expectations, companies have no choice but to innovate responsibly while prioritizing customer protection.
