The UK’s advertising watchdog, the Advertising Standards Authority (ASA), has upheld a complaint against betting affiliate website bestbookiesandbettingsites.co.uk after a gambling-related search advertisement appeared in response to a search for “self exclusion bookies”.
The ruling found that the advertisement was irresponsibly targeted and could have been shown to people actively looking to reduce or stop their exposure to gambling.
According to the regulator’s Wednesday release, the paid search advertisement promoted online bookmakers and welcome bonuses after a user searched for self-exclusion information.
The complaint related to an advertisement for bestbookiesandbettingsites.co.uk, an affiliate comparison website rather than a gambling operator itself. However, the ASA said the ad still had the effect of promoting betting services and therefore needed to meet gambling advertising standards.
Affiliate site said self-exclusion searches were not targeted
In its response to the complaint, Optival Ltd, which operates the website, said it had never intentionally targeted the phrase “self exclusion bookies”.
The company told the ASA it reviewed its advertising data and found no evidence that searches containing those words had directly triggered the advertisement. It also said existing negative keyword lists were already in place to block searches linked to self-exclusion, GamStop and problem gambling.
The company argued that the advertisement likely appeared because of automated matching carried out by the advertising platform. It described the incident as isolated and said it may have fallen below reporting thresholds used in search advertising reports.
Following the complaint, Optival told the regulator it would strengthen its safeguards further by expanding its negative keyword lists to stop any future campaigns from appearing against searches related to self-exclusion or similar terms.
ASA says stronger protections should already have been in place
The ASA acknowledged the company’s explanation but concluded that the controls in place were not sufficient at the time the advertisement appeared.
According to the ruling, gambling advertisers must take particular care to protect vulnerable consumers. The ASA stated that operators and affiliates promoting gambling services should have “extremely robust controls” to prevent advertisements being shown to people seeking support for gambling-related issues.
It ordered that the advertisement must not appear again in response to searches for “self exclusion bookies” and instructed the company to ensure future search advertising is appropriately targeted.
This year has seen increased enforcement action from the advertising watchdog. This August, it blocked Midnite’s ads over gambling escape claims and in July ruled against Videoslots Ltd, trading as Mr Vegas, over a Facebook advertisement that featured cartoon‑style slot game tiles.
