ASA Demands Removal of Ad from “Self-Exclusion Bookies” Search

The UK’s Advertising Standards Authority (ASA) has reprimanded an affiliate for running a paid-for search ad for bestbookiesandbettingsites.co.uk, which would appear when a user searched for “self-exclusion bookies”.

The ad’s text read: “Top 15 Betting Sites UK – Compare the Best UK Bookmakers […] Claim your Exclusive First Bet Bonus for your Next UK Betting Account. Discover the Best Welcome Bonus Offers by UK’s Top Online Sports Betting Brands for 2025!” A complainant challenged whether the ad was irresponsibly targeted.

The ASA decided to uphold the complaint, despite Optival Ltd, which operates bestbookiesandbettingsites.co.uk, claiming it had never targeted the phrase “self-exclusion bookies”. After becoming aware of the complaint, Optival conducted a full review of its search term reports, and did not record search terms including the phrase “self-exclusion” causing their ads to be shown.

Optival attempts to explain

Optival provided a screenshot of a search term report from its Google Ads account, in an attempt to demonstrate that no matching search terms were found across all its campaigns. Optival also said it held negative keyword lists which were designed to block searches relating to self-exclusion, GamStop and problem gambling.

Optival was unable to give a definitive answer explaining exactly how the ad was seen following a search for “self-exclusion bookies”. However, Optival believed this resulted from the platform’s automated query matching rather than any keywords that were targeted by Optival.

Going forward, Optival said it would strengthen safeguards by expanding negative keywork exclusions, so that all current and future campaigns could be automatically prevented from appearing against searches related to self-exclusion and similar terms.

ASA deems the placing inappropriate   

When making its ruling, the ASA came to the conclusion that any user searching for the phrase “self-exclusion bookies” was likely seeking advice and support about how to prevent their exposure to gambling services. According to the ASA, this type of user was likely to include vulnerable persons looking to manage or reduce their exposure to and engagement with gambling ads.

On that basis, the ASA concluded an ad promoting online betting sites and offering “the Best Welcome Bonus Offers” was not appropriate to appear in response to that search. Despite Optival acting as an affiliate rather than a gambling operator, the ASA considered the ad had the effect of promoting online betting sites and bookmakers.

The UK’s Advertising Standards Code requires gambling ads to have particular regard to the need to protect vulnerable persons from being harmed or exploited. The ASA’s expectation was that, due to the potential for considerable harm to vulnerable consumers, those who place gambling-related ads should have robust controls in place to prevent their ads from being inappropriately targeted.

What happens now?

While the ASA has not banned the ad entirely, it cannot be seen again via the search term “self-exclusion bookies”. Optival said it would expand its negative keyword exclusions to automatically prevent their ads appearing against similar search terms in the future.

The ASA wrote in its ruling: “Because we considered there was a strong likelihood that vulnerable consumers seeking to self-exclude from or reduce their exposure to gambling services and ads had been served an ad promoting betting sites following the search “self exclusion bookies”, we concluded the ad had not been responsibly targeted.

“The ad must not be served following the search ‘self exclusion bookies’ again. We told Optival Ltd t/a bestbookiesandbettingsites.co.uk to ensure that their search ads were responsibly targeted.”