LiveScore Bet reprimanded by ASA over gambling ad error

LiveScore Bet, the online sports betting platform, has found itself at the center of regulatory scrutiny following a ruling by the United Kingdom’s Advertising Standards Authority (ASA). The ASA upheld a complaint regarding the improper appearance of gambling advertisements within the LiveScore app’s under-18 experience, attributing the error to a technical failure in the app’s age-gating mechanism.

The ads in question were reportedly visible to users who had self-identified as being under the age of 18. According to the ASA’s investigation, the promotional content promoting LiveScore Bet was shown within a version of the app specifically intended to exclude all gambling-related material—a condition considered vital for compliance with advertising regulations aimed at protecting minors from exposure to gambling promotions.

Details of the advertisements under scrutiny

First incident: Android platform

The first advertisement that prompted the complaint was viewed on an Android device on January 10 of this year. The display featured live football scores alongside a toggle button positioned next to a clearly visible LiveScore Bet logo. When the toggle was activated, betting odds appeared underneath each match listing, linking users directly to the LiveScore Bet application.

Although the advertisement appeared in a context that should have been restricted to adults, it was reportedly visible within the under-18 experience of the app, contrary to the platform’s stated safeguards. The ASA confirmed it had seen sufficient evidence to conclude that the ad had indeed appeared within the age-restricted environment, thus breaching advertising codes designed to protect younger audiences.

LiveScore Bet, however, contested the reliability of the evidence, stating that the ad “has still never been verified as accurate” even after several rounds of internal testing. Nevertheless, the ASA found the visual documentation provided in support of the complaint sufficient to uphold it.

Second incident: iOS platform

The second case involved an iOS device and featured a slightly different ad presentation. In this instance, the complaint focused on a screen displaying team line-ups for an upcoming football match. A promotional banner labeled “Match odds” appeared below the lineup information, listing three betting odds and again directing users to the LiveScore Bet app.

LiveScore Bet attributed the issue to an unexpected technical error—specifically, a previously undetected glitch in one specific version of the app. The company clarified that this fault impacted only a limited group of users and was restricted to that single app release.

Nonetheless, the ASA reaffirmed its position that the presence of betting-related content within a section of the app designed for under-18s constituted a violation of responsible advertising principles, regardless of the technical explanation.

LiveScore Bet responds with disappointment and explanation

In response to the ASA’s decision, LiveScore Bet issued a public statement expressing disappointment, particularly given the company’s proactive implementation of age-gating safeguards. The operator emphasized that its measures had been in place since November 2020 and that this was the first complaint of its kind in nearly four years of operation.

“Safeguards are used in good faith,” the company stated, “and on rare occasions, malfunctions of those safeguards do not equate to disregarding the rules that make those safeguards required, which would understandably be a breach of the CAP Code.”

LiveScore Bet maintained that there was no commercial benefit in exposing underage users to its promotional material, as such individuals are ineligible to register for or use its gambling services. The company also clarified that the LiveScore app offers a single interface with tailored experiences for minors and adults, driven by a sense of social responsibility rather than regulatory obligation.

Voluntary safeguards and industry context

An industry-leading approach to age gating

In its statement, LiveScore Bet highlighted that, unlike many other sports media and news platforms, it voluntarily integrates an age-gating screen into the user experience. The screen appears during a user’s first interaction with the app in the United Kingdom and does not contain any advertising content itself. According to the company, this mechanism gives under-18 users the opportunity to avoid adult-oriented content entirely, including all gambling-related material.

This feature, LiveScore Bet asserted, exceeds the basic regulatory requirements and is part of a broader commitment to responsible advertising practices. The company described the age-gating feature as an “industry-leading, voluntary safeguard,” which aims to minimize the exposure of minors to inappropriate content while aligning with the principles set forth by the ASA and the Committee of Advertising Practice (CAP).

“We believe it is important to clarify that the age-gating screen is shown to all UK-based users on their first use of the LiveScore app and does not itself contain any advertising content,” the company reiterated.

Criticism of broader industry practices

LiveScore Bet further criticized industry norms, stating that many rival platforms and services routinely display live odds and gambling promotions around editorial or sports content, often without meaningful age segmentation. In this context, the company positioned itself as a more responsible operator that proactively limits advertising exposure to minors rather than relying solely on minimum legal requirements.

ASA’s directive and final ruling

After completing its investigation and confirming both complaints as valid, the ASA instructed LiveScore Bet to implement prompt corrective measures. Specifically, the authority ordered the operator to ensure that gambling-related advertisements no longer appear within the under-18 experience of the LiveScore app. The ASA emphasized that the responsibility for preventing exposure to age-restricted content ultimately lies with the advertiser, regardless of the technical explanations provided.

The ruling reinforces the ASA’s broader stance on gambling promotions, particularly in digital environments where tailored user experiences and personal data play a central role in content targeting. With the rise of in-app advertising and integrated media experiences, the ASA continues to stress the importance of robust technological safeguards that are regularly tested and updated to avoid compliance breaches.

Legal and reputational implications

Although LiveScore Bet faces no formal fines or penalties beyond the ASA’s public ruling and instruction, the incident presents both legal and reputational challenges. With increasing regulatory scrutiny on gambling operators—particularly in relation to underage exposure—the ruling could have implications for the company’s standing with regulators and industry partners.

Additionally, sources close to the matter have indicated that legal representatives of LiveScore Bet have contacted parties discussing the ruling with warnings against defamatory reporting. This suggests heightened sensitivity on the company’s part regarding how its actions and reputation are portrayed in the media.

Given the ASA’s statement and LiveScore Bet’s published response, the situation underscores the need for gambling firms to adopt not only strict compliance measures but also crisis communication strategies that emphasize transparency and accountability.

Moving forward: Regulatory trends and corporate responsibility

The ASA ruling against LiveScore Bet arrives at a time of growing debate around gambling regulation in the United Kingdom. With proposed reforms to the Gambling Act 2005 under consideration, regulators are placing increasing pressure on gambling companies to demonstrate responsible behavior and implement age-restriction measures that are not merely performative.

LiveScore Bet’s case may serve as a reference point for future policy discussions about the role of voluntary safeguards and the expectation that technical systems perform flawlessly to ensure compliance. While the company’s age-gating solution is arguably more advanced than many of its peers, the ASA’s ruling illustrates that even well-intentioned systems are not immune from regulatory censure when errors occur.

As gambling firms continue to navigate complex regulatory landscapes, investment in error-proof digital infrastructure and transparent public communication will likely become key factors in maintaining consumer trust and avoiding future sanctions.

Conclusion

The ASA’s ruling against LiveScore Bet serves as a critical reminder of the importance of robust, fail-safe age-verification systems in the gambling and digital advertising sectors. While LiveScore Bet has demonstrated a commitment to responsible advertising through the implementation of voluntary safeguards that exceed regulatory requirements, the malfunction—however limited—highlights the need for continuous monitoring and testing of such systems. The company’s transparent response and emphasis on user protection reflect an effort to maintain trust and accountability, but the incident also underscores the broader regulatory challenges facing the industry as authorities push for stricter protections for minors.

FAQs

What did the ASA rule against LiveScore Bet?
The ASA upheld two complaints against LiveScore Bet regarding the display of gambling advertisements within a version of the app intended for under-18 users.

Why were the ads problematic?
The ads appeared in the under-18 experience of the LiveScore app, exposing minors to gambling promotions, which violates UK advertising standards.

How did LiveScore Bet respond?
The company expressed disappointment and explained that the incidents were caused by a rare technical bug in its age-gating system.

Has LiveScore Bet faced similar complaints before?
No, according to the company, this is the first complaint of its kind since it implemented age-gating measures in November 2020.

What is age gating in this context?
Age gating refers to a digital mechanism that determines a user's age and tailors content accordingly, preventing minors from seeing adult-oriented material.

Was the error widespread?
LiveScore Bet stated the issue was limited to a single app version and only affected a small number of users.

Did the ASA impose any penalties?
No fines were issued, but the ASA instructed LiveScore Bet to prevent future ads from appearing in underage user experiences.

Is LiveScore Bet legally liable?
No formal legal action has been taken, but the company has sought to limit reputational harm by responding publicly and seeking legal advice.

Are other apps in violation of similar standards?
LiveScore Bet criticized other sports media platforms for lacking similar safeguards, suggesting broader industry non-compliance may be an issue.

What are the broader implications of this ruling?
The ruling underscores the importance of robust and reliable age verification systems in digital advertising and may influence future regulatory reforms.