ASA warning to betting site after self-exclusion search

The UK advertising regulator ASA has warned a betting referral site. The complaint concerned a paid search ad that promoted betting firms not on self-exclusion, shown for the search "self exclusion bookies". The site's trading name is Optival.

The ad featured the headline "Top 15 Betting Sites UK" and an "Exclusive First Bet Bonus" offer. ASA said such searches usually come from people looking for information and help. It stressed that these could include vulnerable people who want to cut back on gambling. It therefore decided that showing a betting ad offering the best welcome bonuses in response to such a search was not appropriate.

The regulator noted that it had not assessed the scenario in which a self-excluded person might search for such sites in order to gamble. The issue of people registered with GamStop in the UK playing through unlicensed sites has long been a concern. This worry is also shared by the Gambling Commission and the addiction treatment sector.

Optival said it would widen its negative keyword list so that self-exclusion and similar terms will not trigger its ads, in both current and future campaigns. The company told ASA that it had strengthened its safeguards in this regard.