ASA upholds complaint over self-exclusion search ad

The UK Advertising Standards Authority has upheld a complaint against Optival after a betting comparison advertisement appeared following a search for “self-exclusion bookies.” The October 28 ruling found that the advertisement had been irresponsibly targeted.

The paid search advertisement, seen on August 10, promoted bookmaker comparisons and welcome bonuses for bestbookiesandbettingsites.co.uk. Optival operates the affiliate comparison website.

The ASA considered that people making the search were likely to be seeking information or support to reduce their exposure to gambling. It concluded that promoting betting sites in that context could reach vulnerable consumers.

The regulator found the advertiser’s targeting safeguards insufficient

Optival said it had never targeted the phrase and found no matching searches in its campaign reports. It suggested the appearance could have resulted from automated query matching and fallen below the advertising platform’s reporting thresholds.

The company said it already maintained negative keyword lists covering self-exclusion, GamStop, and problem gambling, and would expand those exclusions. The ASA acknowledged that response but said sufficiently robust controls should already have been in place.

The ruling found a breach of CAP Code rule 1.3 on social responsibility. The advertisement must not appear following that search again, and Optival was instructed to ensure responsible targeting.