LiveScore has gotten into trouble with the UK’s Advertising Standards Authority. This week, the ASA issued a warning to LiveScore after it was discovered that the app displayed gambling advertisements of LiveScore Bet to underage individuals.
The main app, LiveScore, is primarily used by sports fans to monitor the results of various sports, with football being the main one. However, ASA found that these gambling ads of LiveScore Bet were not appropriately targeted and violated several key provisions of the UK’s advertising rules.
The Ads in Question
The two ads which broke the UK’s gambling code date to January 10, 2025. The first was displayed on an Android device and appeared on a page dedicated to showing live football game scores.
The app contained the LiveScore Bet logo with an on/off toggle switch. When clicked on, the app exhibited live betting odds for each match, with each game linked directly to the betting app when tapped.
Meanwhile, the second ad was seen on an iOS device. It was spotted just below the team lineup graphics. It had a banner with the text “Match odds” and “LiveScore Bet,” along with three types of wagering odds.
There was also a disclaimer at the bottom of the page, which read “18+ Bet responsibly. BeGambleAware.org”, as well as odds with links to the sports betting app.
Complaint is Filed
However, a complaint was submitted by a user who argued that these ads were shown to individuals who were on the under-18 version of the LiveScore App. Also,
ASA’s investigation discovered that users of the app can select their age category when first using the app. The options are either under 18 or 18 & Over. The purpose of having the Under 18 section would be to mute adult-centred content, particularly gambling and alcohol advertisements.
LiveScore Bet Responds
The owner of the apps, LiveScore Betting and Gaming (Gibraltar) Ltd, was quick to respond to the complaint. The company explained that both LiveScore and LiveScore Bet apps are part of the broader “LiveScore Group. However, the two are very different products.
In the company’s words, LiveScore is a sports media app that provides live match updates and content. Meanwhile, LiveScore Bet is a licensed sports betting platform for users to bet on.
It added that it relies on LiveScore as an advertising platform, as the app’s users are mostly adults. The operator also highlighted the existence of an age-gating tool. This tool is utilised to filter gambling-related content for users who claim to be under the age of 18.
No Faults in the Android Version
In the meantime, LiveScore Bet commented that it has performed tests on the Android version of the under-18 app after the complaint. However, it said that it was unable to witness such an issue. Thus, concluding that the age-verification system was running as intended. The platform indicated that no evidence was found of a systematic error on the Android app.
However, the same cannot be said about the iOS version of the app. LiveScore Bet admitted that it found a technical issue in a previous version of the software. The bug may have led to the accidental display of gambling content to users who claimed they were below the legal gambling age of 18.
Furthermore, the platform commented that the issue was resolved in a subsequent update, and it was only seen by a small number of users. Also, the company explained that even in those cases, the displayed betting odds on iOS were not linked to additional gambling content. However, ASA didn’t quite agree on that statement.
ASA Assessment and Ruling
After a thorough review of the incidents, the ASA ruled that both ads were displayed on a platform that is designed to be used by users under 18-year-old years old. The advertising watchdog found that, regardless of LiveScore Bet’s technical protections of user demographic assumptions, the presence of gambling content in the underage version breached the CAP Code.
In its statement, ASA reminded of the rules: gambling marketing communications must be channelled at individuals under the age of 18 through media selection or placement. The regulator added that since the app included a user-selected under-18 setting, it was specifically designed to shield minors from gambling content.
That’s why any display or showing of gambling ads in that environment was considered inappropriate, regardless of whether they were accidental or caused by a tech issue. In its ruling, ASA asserted that both ads breached the following sections of the CAP Code:
- Rule 1.3 – Social Responsibility
- Rule 16.1 – Marketing communications must be socially responsible
- Rule 16.3.13 – Gambling ads must not be directed at those under 18
Outcome and Recommendations
ASA declared that the two ads must not be displayed again in the under-18 version of the LiveScore app. Also, LiveScore Betting and Gaming was ordered to impose stricter protocols to ensure that future gambling ads are accurately targeted and not displayed on a platform used by minors.
This ruling is a reminder to gambling operators and digital advertisers that they are obligated to protect young audiences from exposure to gambling-related content. ASA acknowledged that these mistakes may have been accidental. However, underlined the importance of having faultless mechanics when it comes to advertising to age-restricted audiences.
This case also highlights the increasing scrutiny placed on in-app advertising, particularly in environments that attract younger users. Companies operating within shared digital ecosystems — such as sports apps and their affiliated betting platforms — are being urged to ensure clear separations and compliance across all platforms and device types.
