Optival warned over gambling ad targeting

The UK Advertising Standards Authority (ASA) has warned Optival over a search ad for its Bestbookiesandbettingsites.co.uk site, ruling that it was irresponsibly targeted.

The complaint concerned an ad shown to a user who had searched for "self-exclusion bookies", meaning betting sites for people who have self-excluded. The ad featured the phrase "Top 15 Betting Sites" and explained how to claim bonuses at betting sites.

Optival said it had not targeted this search term and that its Google Ads reports did not show it. The company argued the ad was likely a one-off caused by automatic query matching, and said it would strengthen its negative keyword lists covering self-exclusion, GamStop and problem gambling.

The ASA did not find this response sufficient. The regulator said people who run such searches may be looking for information and support to reduce their exposure to gambling services, and may include vulnerable users. It therefore concluded that showing an ad promoting betting sites and bonuses in response to this search was not appropriate.

The ASA noted that although the site is an affiliate comparison site rather than a betting operator, the ad still promoted gambling sites, and advertising rules require firms to protect vulnerable people from harm. It welcomed the existence of negative keyword lists but stressed that such safeguards should already be in place.