Cross-Platform Issues
The UK Advertising Standards Authority (ASA) has upheld a complaint against LiveScore Betting and Gambling after determining that two adverts for their LiveScore Bet service were shown to underage users through the LiveScore app, directly contravening the national advertising standards. The decision has raised fresh concerns about the adequacy of age-verification software and whether targeting mechanisms are employed by gambling operators on digital platforms.
The ruling followed a complaint regarding the presence of gambling-related content in versions of the LiveScore app intended for users under 18. The ads were displayed on January 10 of this year and featured live betting odds related to the LiveScore platform. One ad appeared beneath a football scoreline while the other was underneath the line-ups of the teams involved in the match. Both of the ads included disclaimers about age restrictions and messages promoting responsible gambling.
The ASA concluded that the presence of gambling ads in a platform version meant for minors directly contravened the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code). They breached rules 1.3, 16.1, and 16.3.13, which are related to social responsibility and prohibit gambling ads directed at people under 18 years old.
Multiple Issues
The first advertisement appeared on an Android device, and LiveScore Bet claimed they could not replicate this occurrence during their own internal testing. However, the ASA confirmed that they had independently observed the ad within the under-18 version of the app. They also concluded that LiveScore Bet had failed to implement safeguards.
The second advertisement appeared on an iOS device, and LiveScore Bet acknowledged that this was a result of a technical fault in an older version of the app. They explained that while the ad was visible, it did not direct to external gambling content. Updates have stopped this from occurring, but the ASA ruled that the presence of the ad was a breach of the code.
LiveScore employs an age-gating tool within the app. However, it simply prompts users to self-declare their age when first using the app. The ASA ruled that this mechanism did not prevent the gambling content from reaching underage users.
The ASA has instructed LiveScore Bet to ensure that all future advertising for their gambling services does not appear in environments intended for minors in the future.
The digital advertising landscape is complex, but the ASA’s decision in this LiveScore Bet case affirms a commitment to enforcing strict advertising rules around gambling promotions. It is especially important when young audiences are at risk of exposure to harmful content.
