The UK’s Advertising Standards Agency (ASA) has determined that two LiveScore Bet adverts breached regulatory guidelines after appearing in a version of the Live Score app accessible to under-18s. This ruling has led to a warning and instructions for stricter targeting measures for the operator.

The ads in question allegedly displayed betting odds within the Live Score app, which primarily focuses on sports coverage, including football scores and fixtures. A complaint highlighted one ad viewed on an Android device that displayed live football scores alongside a LiveScore Bet logo and a toggle switch. When activated, this toggle reportedly revealed betting odds for the matches, with clicking on these odds redirecting users to the LiveScore Bet app. A second ad, seen on an iOS device, involved a banner highlighting available betting odds displayed on a page featuring football team line-ups; tapping on this banner led users to the LiveScore Bet app.

LiveScore’s Defence and ASA’s Upholding

LiveScore argued, as reported by iGaming Times, that it primarily serves an adult user base and voluntarily employs an age-gating tool designed to prevent under-18 users from accessing gambling-related content, including odds, though this system relies on user self-declarations. The company also stated, as reported by iGaming Times, that when it tested the first advert, it was unable to replicate instances of gambling-related content appearing for minors, nor could it identify any technical issues that would have allowed betting odds to be viewed by them. For the second ad, LiveScore admitted, as reported by iGaming Times, that a technical issue in a previous version of its app had caused gambling-related material to be visible to users who identified themselves as being under-18. However, it claimed there was no link to other gambling content and that the app had since been updated to correct the issue.

Nevertheless, the ASA upheld the complaint. The regulator noted that the CAP Code explicitly states that gambling advertisements must not be directed at individuals under the age of 18. The ASA stated that it had observed the first ad appearing in the under-18s version of the app and concluded that the technical error in the second case should have been avoided.

Regulator’s Instructions and Company’s Response

The ASA instructed LiveScore Bet to ensure that such advertisements do not appear in the under-18 version of the app in the future and mandated that the operator implement stricter targeting measures for future campaigns.

Following the verdict, LiveScore Bet reiterated its arguments, as reported by iGaming Times, stating that the misplacement of the first ad had not been conclusively verified and that the second was the result of a technical issue that affected only a small number of users. The company emphasised, as reported by iGaming Times, its commitment to customer safety and responsible advertising practices, asserting that given its audience demographics and media partner choice, any exposure to betting content was entirely unintentional. LiveScore stressed, as reported by iGaming Times, that it has “no incentive” for under-18 users to view its adverts, as this audience is ineligible to engage with its services. The company asserted that, unlike other sports media platforms and news sites, it proactively implements an “industry-leading, voluntary safeguard” that enables underage users to filter out adult-focused content from their experience. This safeguard, LiveScore stated, “exceeds regulatory requirements” and underscores its commitment to responsible advertising. While disappointed with the ASA’s ruling, LiveScore expressed its belief that its age-gating system brings a net positive benefit to LiveScore’s broader user base and aligns with responsible advertising principles. The company also argued, as reported by iGaming Times, that safeguards are designed in good faith, and “rare technical issues do not equate to negligence or a disregard for the rules,” suggesting that such malfunctions should not be interpreted as breaches of the CAP Code.

Broader Context for LiveScore Group

LiveScore operates both LiveScore Bet and Virgin Bet. The company recently announced that it was trialling a four-day working week for staff in its London office. This trial, set to run for 12 months, involves employees working Monday to Thursday and having most Fridays off, with some Fridays reserved to support key sports and business events. This follows a restructuring announced in November (relative to May 2025), where LiveScore Group’s restructuring affected 100 employees at various locations, including its London office, after LiveScore Bet decided to pull out of the Dutch online gambling market.

In conclusion, the ASA’s ruling against LiveScore Bet highlights the strict enforcement of UK advertising rules regarding minors and gambling content, even in cases of alleged technical errors or unintentional exposure. The regulator’s directives for stricter targeting and immediate reporting reinforce the high standards expected from operators, as LiveScore Group continues to navigate its European market strategies and internal operational changes amidst an evolving regulatory landscape.