A welcome bonus ad appeared when someone searched for self-exclusion: what the ASA ruled
If you search for help to stop gambling, the last thing you should see is a welcome bonus. That is what happened to one person in August, and on 28 October the Advertising Standards Authority ruled the ad irresponsibly targeted. The case shows how bonus marketing can reach the wrong people, and what you can do about it.
By the Top Casino Bonus team. Published .
Key points
- The ASA ruling, published on 28 October 2026, concerned Optival Ltd, trading as bestbookiesandbettingsites.co.uk, a betting affiliate.
- Its paid search ad, promoting top betting sites and welcome offers, appeared after a search for “self exclusion bookies”.
- Optival said it never targeted the phrase and blamed automated query matching; the ASA said stronger controls should already have been in place.
- The ad breached CAP Code rule 1.3 on social responsibility and must not appear again for that search.
- You can cut bonus marketing with GamStop, blocking software, ad settings and marketing opt-outs.
- Ruling published
- 28 October 2026
- Advertiser
- Optival Ltd (bestbookiesandbettingsites.co.uk)
- Search term
- “self exclusion bookies”
- Ad type
- Paid search
- Rule breached
- CAP Code 1.3, social responsibility
- Outcome
- Must not be served again for that search
The case
The ad promoted a list of top betting sites and an exclusive first-bet bonus. Optival said it used negative keyword lists to block self-exclusion, GamStop and problem-gambling searches, found no such terms in its reports, and called it an isolated incident caused by the platform’s automated matching. It said it would widen its exclusions.
The ASA found that someone searching for self-exclusion was likely seeking help to limit their gambling and could be vulnerable, so a welcome-offer ad was inappropriate. Although Optival is an affiliate rather than an operator, the ad still promoted gambling, and given the potential for harm, controls needed to be extremely robust. The ASA has made a similar finding against another affiliate this year over a casino search ad.
The rules on bonus advertising
| Rule | What it requires |
|---|---|
| CAP Code 1.3 | Ads must be prepared with a sense of responsibility to consumers and society |
| Significant terms | Key conditions must appear with the offer; see significant conditions in ads |
| Targeting | Gambling ads must not be directed at people likely to be vulnerable or under 18 |
| Affiliates | Comparison sites are responsible for their own ads; see affiliate marketing rules |
How to stop seeing bonus ads
- Register with GamStop to self-exclude from all licensed online casinos; see how to self-exclude.
- Install gambling-blocking software and turn on your bank’s gambling block.
- Withdraw marketing consent at any casino you have used; see how to stop bonus emails.
- Report a misdirected ad to the ASA through its online complaint form.
18+. Gambling should be entertainment, never a way to make money. Free, confidential help 24/7: National Gambling Helpline 0808 8020 133, or see our safer gambling page.
Frequently asked questions
What did the ASA rule about the self-exclusion search ad?
That a betting affiliate’s welcome-offer ad shown after the search “self exclusion bookies” was irresponsibly targeted and breached CAP Code rule 1.3.
Are affiliates covered by gambling advertising rules?
Yes. The ASA treats affiliate ads that promote gambling as gambling ads.
How do I stop casino bonus ads?
Self-exclude through GamStop, use blocking software and withdraw marketing consent at casinos you have used.
How do I complain about a gambling ad?
Use the ASA’s online complaint form.
Related pages
Sources
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