ASA warns Optival over self-exclusion % advert – NEXT.io

Summits 🇲🇹 NEXT Summit Valletta 🇲🇹 NEXT Focus: Prediction Markets 🇲🇹 NEXT Focus: Affiliate 🇲🇹 NEXT Focus: Crypto 🇲🇹 NEXT Focus: Startups – Investment 🇺🇸 NEXT Summit New York 🇺🇸 NEXT Focus: Emerging Verticals NEXT Retreats 🇨🇾 NEXT Retreat Europe 🇲🇽 NEXT Retreat LatAm Podcasts NEXT.io Podcast Weekly News Podcast Vested Interested Podcast Connected with Pragmatic Solutions NEXT.io in-depth HR Connect Podcast Other Projects 🇧🇷 NEXT Focus: Brazil News Apps NEXT Win HR Connect iGaming IDOL Research Spotlights Gaming Malta About NEXT.io Events Careers at NEXT.io Contact us Our Culture Gallery A consumer that had blocked themselves from gambling saw an ad for Bestbookiesandbettingsites.co.uk when searching for ‘self-exclusion bookies’ By Rob Fletcher – 28 Oct, 2026 The Advertising Standards Authority (ASA) has issued a warning to Optival after ruling a paid-for search advert for its Bestbookiesandbettingsites.co.uk website was “irresponsibly” targeted.A single complaint filed with the UK’s ASA flagged how an advert for the site appeared following a search for ‘self-exclusion bookies’. This was seen by the complainant, who had previously self-excluded from gambling, on 10 August.The ad featured text referring to the ‘Top 15 Betting Sites UK’ and how to claim bonuses with gambling websites. When questioned by the ASA, Optival said it had never targeted ‘self-exclusion bookies’. It also said that it found no evidence of the search term in its Google Ads reports. Optival said the advert was likely an isolated incident caused by automated query matching, rather than its targeted keywords. It added that it had already used negative keyword lists for self-exclusion, GamStop and problem gambling, and would strengthen these exclusions further across its campaigns.However, the ASA did not fully accept this explanation. The authority said those searching for ‘self-exclusion bookies’ were likely seeking information, advice or support on how to prevent or reduce their exposure to gambling services. It also noted how these consumers could include vulnerable people attempting to manage their exposure to gambling advertising. This meant an ad promoting betting websites and bonuses was not appropriate in response to the search.The ASA recognised that Bestbookiesandbettingsites.co.uk was an affiliate comparison site and not an operator, but the ad still promoted gambling sites. It also flagged how the advertising code required gambling ads to have regard for protecting vulnerable people from being harmed or exploited.The authority also acknowledged Optival’s existing negative keyword lists and commitment to strengthen these exclusions. However, it added that these measures should already have been in place.“Given that the ad had appeared in response to a search term which clearly indicated that a consumer was seeking to reduce their exposure to gambling content, we considered that at the time the ad was seen, Bestbookiesandbettingsites.co.uk targeting controls had not been sufficiently robust to prevent the ad from being shown to potentially vulnerable consumers,” the ASA said.“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 ASA said the ad must not be served following the search ‘self-exclusion bookies’ again and that Optival must ensure future search ads are responsibly targeted. Share Follow usLinkedinYoutubeTwitterInstagramFacebookSpotifyTelegramApple PodcastsWhatsAppShare this postShare the link viaFacebookTelegramWhatsAppX.comLinkedInOr copy the link A content-driven events, media and publishing company that delivers news and insight to investors and iGaming professionals. What we doAbout ussource