The LiveScore Group has been issued a warning by the United Kingdom’s Advertising Standards Authority (ASA) over ads shown to young people.
Two ads were reported to the regulator, which meant that betting promotions were visible on dedicated under-18 Android and iOS apps. When clicking through on the ads, users were taken to the betting site.
LiveScore is a sports data app, very popular in Europe among soccer fans, while LiveScore Bet is the group’s gambling platform, often advertised on the primary app.
LiveScore, LiveScore Bet, as well as Virgin Bet, are all part of the LiveScore Group, a subsidiary of Anzo Group Limited.
In its defense, LiveScore Bet insisted the main LiveScore app operates two separate account formats, one for minors and one for adults, which carries the gambling links.
It said that tests were carried out to replicate the advertising incident on an Android device, but it could not be found.
On iOS, LiveScore Bet conceded that a previous version of the app did contain a technical fault which led to the betting promotions mistakenly appearing on the under-18 version, to a limited number of users.
LiveScore stated the current version of the app shows no such errors, pointing to the isolated nature of the incident, concerning a historic version of the app.
However, the ASA upheld the complaint, recording its finding that LiveScore had breached CAP Code rules on social responsibility and gambling.
The ASA warned that: “the ads must not appear in the under-18 version of the LiveScore app again. We told LiveScore Betting & Gaming (UK) Ltd to ensure their ads were appropriately targeted.”
In a separate statement posted to its website, LiveScore Bet said it is “disappointed by the Advertising Standards Authority’s (ASA) ruling.”
The operator outlined how it applies rigorous age gating across its platforms, ensuring that minors using the non-betting app cannot access the betting version for adults.
“LiveScore Bet has nothing to gain from under-18s seeing our adverts, given that such an audience cannot use our products,” added the statement.
The ASA acknowledged the rationale presented by the operator but outlined that it had seen the ads appear on the Android version of the app, even if a technical fault was responsible.
Image credit: LiveScore
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