Two in-app advertisements for LiveScore Bet, which appeared within the LiveScore football scores app earlier this year, have been found in breach of the UK’s advertising standards.
Via a press release, the Advertising Standards Authority (ASA) announced it had upheld a complaint alleging that the gambling ads had been served in the under-18 version of the LiveScore app.
The first advertisement, designed for Android devices, presented live football scores alongside a toggle switch positioned next to the LiveScore Bet logo.
When activated, the toggle revealed three different betting odds beneath each listed football match. Each odds option was interactive, linking directly to the LiveScore Bet app.
The second advertisement, for iOS devices, displayed football team line-ups and, directly beneath them, a banner promoting “Match odds” and “LiveScore Bet” with three clickable odds options.
The ad also contained smaller text disclaimers stating “18+ Bet responsibly. BeGambleAware.org” and the label “Ad.”
The complaint that prompted the investigation asserted that both ads had been shown to users who had selected the under-18 category when first entering the LiveScore app.
According to the app’s interface, users must self-declare their age by selecting between two categories: “Under 18” or “18 & Over.”
The purpose of this mechanism is to restrict access to age-sensitive content, such as gambling or alcohol promotions, for users who select the under-18 option.
In its response to the ASA, per the press release, LiveScore Betting and Gaming clarified that LiveScore Bet operates as a separate product to its football scores app.
It added that it is part of the broader “LiveScore Group,” which includes the non-gambling LiveScore app.
It also pointed out that LiveScore serves as a real-time sports data provider, while LiveScore Bet is a licensed online sportsbook.
Technical glitch may have led to issues
The company emphasised that it selected the LiveScore app as an advertising partner based on its predominantly adult user demographic.
It noted that the app incorporated an age-gating feature to prevent underage users from seeing gambling content.
LiveScore Bet explained that it had conducted internal testing of the under-18 version of the LiveScore app on Android following the complaint, and was unable to replicate the presence of that ad.
The company maintained that there was no evidence of a technical fault or malfunction within the Android version of the app that could have allowed gambling ads to appear for underage users.
Therefore, the company believed that the age-gating system was functioning correctly for Android devices at the time of the incident.
However, in relation to the iOS version, LiveScore Bet admitted that a technical fault in a previous version of the iOS app had allowed gambling content to be shown to under-18 users.
The company argued that the affected version would have reached only a limited number of users and that the odds displayed did not link through to gambling content at the time.
However, the ASA still found the display of any gambling-related material within the under-18 environment to be a breach of the rules.
Consequently, both advertisements were found in breach of the CAP Code, the UK’s rulebook for non-broadcast advertising.
The ASA ordered LiveScore Bet to make sure that the ads do not appear in the under-18 version of the LiveScore app again.
Unlike the US Federal Trade Commission, the ASA does not issue fines when it learns of rule violations.
However, it can significantly disrupt a company’s ability to advertise through reputational damage, referral to statutory regulators, and cooperative sanctions with media platforms and government agencies.
