Search for ‘self exclusion bookies’ triggered betting ad

Optival has been told to stop the ad appearing on self-exclusion searches.

The hit

The Advertising Standards Authority has reprimanded UK betting affiliate Optival after a paid search ad promoting bookmakers appeared when a user searched “self exclusion bookies”. The ad, run on Optival’s bestbookiesandbettingsites.co.uk, invited users to claim an “Exclusive First Bet Bonus” & promoted “Best Welcome Bonus Offers”, according to SBC News. Optival is adding negative keyword exclusions to stop the ad reappearing on similar searches.

Why it matters

The ASA concluded the search phrase likely indicated a consumer looking to avoid gambling services, making the bookmaker ad inappropriate. SBC News separately notes the ASA did not address the scenario of an already self-excluded customer searching for ways around their own exclusion. The wider worry about offshore & unlicensed sites targeting vulnerable customers is shared across the regulated gambling space, the treatment sector & the Gambling Commission, according to SBC News.

The record

Regulator	Advertising Standards Authority (ASA)
Advertiser	Optival, trading as bestbookiesandbettingsites.co.uk
Trigger search term	“self exclusion bookies” (ASA)
Ad promise	“the Best Welcome Bonus Offers” (ASA)
Remedy	Optival to expand negative keyword exclusions (Optival)

What happens next

Optival must stop serving the ad on self-exclusion related searches & ensure search ads are responsibly targeted, per the ASA ruling. Watch for whether the ASA extends scrutiny to other affiliates’ keyword targeting around self-exclusion terms.

Sources: Search for ‘self-exclusion bookies’ lands affiliate a stern warning

Named in this story? Reply to newsdesk@infobets.com & we publish it.

18+. Betting involves risk. If gambling is a problem for you or someone close to you, help is available.