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LiveScore Bet has shared its disappointment following a decision by the UK’s Advertising Standards Authority (ASA) that found two of its adverts breached marketing rules by appearing in the under-18 version of the LiveScore app. The ruling followed a complaint from one user who spotted gambling-related content within the app designed for younger users.
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The first advert, viewed on an Android phone, displayed live football scores with a toggle that revealed betting odds from LiveScore Bet. Clicking the odds redirected users to the betting app. A second ad on an iOS device included a banner with odds linked to the LiveScore Bet app, shown alongside team lineups.
According to the complaint, these ads were seen in the under-18 version of the LiveScore app, prompting ASA to investigate their targeting and compliance with the CAP Code, which prohibits gambling content directed at users under 18.
LiveScore Bet responded by clarifying that although it shares the same parent company as LiveScore, the two are separate services. It noted that LiveScore uses a voluntary age-gating system to prevent underage users from accessing adult content.
During its internal review, the company said it tested the under-18 Android app version but found no evidence of the first ad showing gambling content. In the second case, it admitted a past technical glitch allowed odds to appear, though no direct gambling links were active. The issue was corrected in later versions of the app.
The ASA, however, upheld the complaint, stating that even with safeguards in place, the ads had reached an underage audience. It said LiveScore Bet’s inability to replicate the Android ad did not change the fact it had been viewed, while the iOS ad breached rules regardless of the technical fault. The authority concluded both ads were not appropriately targeted and should not appear again in under-18 environments.
LiveScore Bet later issued a follow-up, reaffirming its dedication to responsible advertising. It described the first ad as unverified and blamed the second on an isolated bug. The operator emphasized that under-18s are not the intended audience and cannot access its products.
“Nothing is more important to us than the safety of our customers, and LiveScore Bet is committed to responsible advertising practices,” the company said.
It also pointed out that its age-gating system—active since November 2020—exceeds standard industry practices. LiveScore Bet said it has received no other complaints regarding underage exposure since its introduction.
While the company acknowledged the ASA’s concerns, it argued that rare technical malfunctions should not overshadow the positive intent and effectiveness of safeguards already in place.