LiveScore Bet has found itself in hot water with the UK’s Advertising Standards Agency (ASA) over rulings that two of its adverts breached regulations by appearing in an under-18 version of the LiveScore app. The ASA upheld a complaint from a single individual who reported seeing LiveScore Bet adverts within the app, prompting an investigation into the matter.
LiveScore Bet initially defended its position, citing technical issues and the separate nature of its products from the main LiveScore app. The company claimed to have implemented age-gating tools to prevent under-18s from accessing gambling content, but the ASA determined that the adverts were still in violation of advertising rules.
Despite LiveScore Bet’s efforts to rectify the situation and clarify the circumstances surrounding the adverts, the ASA ultimately ruled against the operator. LiveScore Bet expressed disappointment with the decision, emphasizing its commitment to responsible advertising practices and maintaining that the incidents were the result of technical glitches rather than intentional targeting of underage users.
Moving forward, LiveScore Bet has reiterated its dedication to responsible advertising and highlighted the importance of age-gating measures in preventing unintended exposure to gambling content for minors. The operator emphasized that the age-gating screen has been in place since November 2020 and has generally been effective in safeguarding against such incidents.
While LiveScore Bet acknowledged the ASA’s ruling, it also underscored the positive impact of its age-gating safeguards and stressed the importance of upholding responsible advertising practices within the industry. The company remains committed to ensuring that its advertising practices align with regulatory requirements and promote a safe and responsible gambling environment for all users.