In-app gambling promotions deemed inappropriate for under-18 audience despite age-gating measures
The UK’s Advertising Standards Authority (ASA) has upheld a complaint against LiveScore Betting & Gaming (Gibraltar), ruling that two in-app advertisements for LiveScore Bet breached the CAP Code by appearing within versions of the LiveScore app intended for under-18 users.
Ads Displayed in Youth App Variants Raise Red Flags
The incident, dated 10 January 2025, involved two separate ad placements—one on Android and the other on iOS. Both promoted live betting odds linked to the LiveScore Bet platform and appeared adjacent to football scores and line-up content within the under-18 versions of the LiveScore app.
Each advertisement included standard responsible gambling messages and references to age restrictions. However, their presence in apps designed for minors triggered scrutiny under ASA’s guidelines, which strictly prohibit targeting gambling content at under-18s.
Technical Faults and Testing Gaps
According to LiveScore Bet, the Android ad (a) could not be replicated during internal testing. However, ASA investigations confirmed it was visible in a version intended for minors, thereby undermining any argument of sufficient preventative safeguards.
In the case of iOS ad (b), the company admitted it was displayed due to a technical glitch in an older version of the app. While LiveScore Bet stated that these ads did not link to real gambling content, and that the issue had been corrected in subsequent versions, ASA found the breach significant nonetheless.
Violations of CAP Code Confirmed
The ASA concluded that both ads violated several provisions of the Committee of Advertising Practice (CAP) Code, notably:
Rule 1.3: Marketing communications must be prepared with a sense of responsibility to consumers.
Rule 16.1: Gambling ads must be socially responsible.
Rule 16.3.13: Marketing must not be directed at those under 18 through selection of media or context.
The regulator has instructed LiveScore Bet to ensure future ad placements are appropriately filtered and never appear in youth-facing environments.
Industry Context: ASA Tightening Oversight
This ruling follows a trend of stricter ASA scrutiny over gambling content placement. In April 2025, a separate case involving Fitzdares and former England cricketer Stuart Broad was reviewed. The ASA cleared that promotion, citing that it did not contain youth-centric elements or appeal to underage users—unlike the LiveScore Bet case.
The ASA reiterated that age-gating tools alone are insufficient if content still manages to reach underage users, whether due to technical errors or system loopholes.
What’s Next for LiveScore Bet?
In response to the ruling, LiveScore Bet must implement tighter controls and fail-safes to prevent recurrence, especially when promoting through shared platforms like score apps that may attract a younger demographic.
While no monetary fines were issued, the reputational impact and directive to correct targeting mechanisms serve as a firm warning across the gambling and digital advertising sectors.
