LiveScore Warned Over Ads Targeting Under-18s

The first ad, for Android users, featured live football scores alongside a toggle switch next to the LiveScore Bet logo. When activated, the toggle displayed three different betting odds for each match, with links directly leading to the LiveScore Bet app.

The second ad, aimed at iOS users, displayed football team line-ups with a banner underneath promoting “Match odds” and “LiveScore Bet,” featuring clickable odds options.

Both ads included disclaimers stating “18+ Bet responsibly. BeGambleAware.org,” but the complaint asserted that these ads were shown to users who had selected the “under-18” option when entering the app. The LiveScore app prompts users to self-declare their age when first using the app, with an “under-18” option designed to block access to gambling advertisements.

In response to the ASA, LiveScore Betting and Gaming explained that LiveScore Bet is a separate entity from its main football scores app and operates as a licensed online sportsbook. The company stated it had chosen LiveScore as an advertising partner based on its largely adult audience. LiveScore also said that an age-gating feature was in place to prevent under-18 users from seeing gambling content, though it seems to have failed to do its job at times.

While LiveScore Bet denied any technical issues in the Android version of the app, it admitted that a fault in the iOS version had allowed gambling ads to appear for underage users. Despite this, the ASA ruled that displaying any gambling-related material in the under-18 environment was a breach of the rules.

LiveScore Bet was ordered to ensure such ads do not appear in the under-18 version of the app again. However, no fines were issued, though the ruling could affect the company’s future advertising efforts.