LiveScore Faces Regulatory Warning Over Youth-Directed Ads

The first ad, intended for Android users, displayed live football scores along with a toggle switch next to the LiveScore Bet logo. When clicked, the toggle revealed interactive betting odds for each match, which linked directly to the LiveScore Bet app. The second ad, designed for iOS users, showed football team line-ups, with a banner beneath promoting “Match odds” and “LiveScore Bet.” Like the Android version, this ad also included small disclaimers such as “18+ Bet responsibly” and “Ad.”

The complaint that led to the investigation argued that both ads were served to users who had selected the under-18 category when entering the app. The app offers users the choice of declaring their age, either under 18 or 18 and over, with the goal of preventing underage individuals from seeing gambling-related content.

LiveScore responded to the ASA by emphasising that LiveScore Bet operates separately from its core football scores app. It pointed out that the age-gating system was in place to restrict access to gambling content for underage users and that the app’s advertising partnership with LiveScore was based on its adult user base. The company also claimed that no technical glitches were found in the Android version after testing the under-18 version of the app.

LiveScore did admit that a fault in the iOS version of the app had allowed the gambling ads to appear in the under-18 section, though the company argued that the affected version only reached a small number of users, and the odds didn’t link to gambling content at that time.

Despite this, the ASA ruled that displaying any gambling content to under-18 users was a breach of the UK’s CAP Code, which governs non–broadcast advertising. As a result, LiveScore Bet was instructed to ensure that such ads would not appear in the under-18 version of the app again. While the ASA does not issue fines for violations, it can damage a company’s reputation and impact its future advertising capabilities.

This incident highlights the growing scrutiny on gambling ads, especially in apps and platforms that are accessible to younger audiences. For LiveScore and other companies, it serves as a reminder that even minor technical glitches can lead to significant regulatory consequences.