Gambling Ads Reached Underage Users Through LiveScore App
Two gambling ads from LiveScore Bet appeared in the under-18 version of the LiveScore app, breaking UK advertising rules. One ad showed up due to a technical fault. The other appeared in the Android version of the youth-focused app, according to the UK ad watchdog.
Age-Gating Failed to Stop Ads
The Advertising Standards Authority (ASA) upheld a complaint about two ads that promoted LiveScore Bet. Both ads ran inside the LiveScore app, which tracks football scores. A user reported seeing the ads in the app’s version meant for users under 18. This version is supposed to block all gambling content.
The ads showed betting odds in banners and toggle features. Users who tapped these elements were taken to the LiveScore Bet app. Although both apps belong to the same parent company, they serve different purposes: LiveScore covers sports scores, while LiveScore Bet offers gambling services.
LiveScore Bet’s Explanation
LiveScore Betting and Gaming (Gibraltar) Ltd admitted ownership links between the two apps. They said the app asks users to confirm their age during setup. Based on this input, the app delivers content suited for adults or underage users.
The company claimed that their tests showed no gambling ads in the under-18 Android version. However, they admitted a past bug caused betting ads to appear on iOS for underage users. They fixed the issue and added that users couldn’t place bets through the iOS app, even if they saw the ads.
ASA’s Findings
The ASA examined whether LiveScore Bet had breached the UK CAP Code, which bans gambling ads aimed at anyone under 18. LiveScore said its app uses self-declared age filters, but ASA found evidence that the ads still appeared in the under-18 version.
Ad (a) featured a toggle with betting odds and showed up in the Android youth version. LiveScore Bet couldn’t replicate the issue but ASA confirmed it had happened. Ad (b), a banner with odds on iOS, appeared because of a technical fault. LiveScore Bet confirmed this.
The ASA concluded that both ads had reached users under 18. That violated rules on social responsibility and gambling advertising.
The ASA told LiveScore Betting & Gaming (UK) Ltd to stop showing gambling ads in the app’s under-18 version. The ruling highlights the need for stronger technical safeguards, especially in apps used by young audiences.