UK advertising body questions LiveScore over ads seen by minors

The UK’s Advertising Standards Authority (ASA) has warned LiveScore and LiveScore Bet about advertising to minors.

Two ads were flagged down by a complainant, who observed the betting promotions on LiveScore’s under-18 Android and iOS apps. Users who clicked on the ads were subsequently redirected to LiveScore Bet. 

It is important to note that LiveScore is a sports data app, while LiveScore Bet the group’s betting and gambling platform. The latter also uses the former as an advertising partner.

When questioned about the issue, LiveScore Bet pointed out that LiveScore’s app itself had two distinct account systems – one for under-18s and one for adults. It further noted that after it was notified, a test was carried out to try and replicate the occurrence on an Android device to no success.

On iOS however, the operator explained that there was a historic version of the app that did have a technical error where such promotions were displayed to under-18s in some instances.

With the latest app update showing no signs of error, LiveScore Bet added that the issue was isolated to only one version of the app, therefore impacting only a small number of users.

Responding to the ASA in its own statement, LiveScore also asserted that it maintains extensive age gating across its LiveScore sports media and data product to ensure that any underage consumers using this non-betting platform cannot access the betting one.

The firm maintains that a ‘technical bug in this safeguarding’ led to the issue with the ads outline above. It also argues that one of the two ads raised by the complainant ‘has still never been verified as accurate’.

“LiveScore Bet has nothing to gain from under-18s seeing our adverts, given that such an audience cannot use our products,” LiveScore’s statement declared.

The ASA acknowledged the explanations, but maintained that it had seen the ads appear on the Android version, even if it was caused by a technical fault.

Deeming the promotions “not appropriately targeted”, the advertising authority requested for stricter measures to ensure that this does not happen again, and will most likely monitor the apps more closely moving forward.