Advertising warning for gambling comparison site over self-exclusion search

The UK advertising watchdog ASA has ruled on the gambling comparison site Best Bookies and Betting Sites. The search ad that was the subject of the complaint appeared on 10 August 2026, when a user was searching for "self-exclusion bookies", that is, information on self-exclusion. The company that ran the ad was Optival Ltd.

The ad included the phrases "Top 15 Betting Sites UK", "Exclusive First Bet Bonus" and "Best Welcome Bonus Offers by UK's Top Online Sports Betting Brands for 2025". Optival argued that it is a comparison site, not a betting operator. However, the regulator concluded that the ad promoted online betting services by directing users to betting companies.

The company claimed that "self-exclusion bookies" was not among its target keywords, that the ad was triggered through Google's automatic matching system, and that the incident was a one-off. It also said it uses negative keyword lists for self-exclusion, GamStop and problem gambling terms. ASA, however, found these measures inadequate. According to the board, there was a strong likelihood that vulnerable consumers would be accidentally exposed to gambling promotions, and the ad breached the social responsibility rules in the CAP Code.

ASA decided that Optival must not show this ad again in searches related to self-exclusion, and must strengthen its targeting controls for gambling ads on similar terms. The regulator also stressed that affiliate sites share responsibility for gambling advertising. The decision shows that regulatory oversight is not limited to betting operators alone.