Watchdog rules against affiliate pushing bonus ads to self exclusion searches

The advertising regulator banned an affiliate ad after it appeared on a search query meant for problem gamblers.

Written by the BettingEdgeHub desk, 28 October 2026

British regulators cracked down on an affiliate company after promotional betting ads showed up for people searching for help with gambling addiction. The Advertising Standards Authority upheld a complaint about an ad that appeared when users typed specific phrases about blocking themselves from bookmakers.

Protecting vulnerable bettors

Regulators stressed that companies promoting gambling must take extra care to keep promotional offers away from vulnerable people. Showing welcome bonuses to someone trying to ban themselves from betting creates a major risk of relapse. The advertising watchdog decided that existing safety measures failed to stop ads from reaching the wrong audience.

Affiliate defence falls short

The company behind the ad argued that automated machine learning tools caused the mistake rather than intentional targeting. They pointed to existing negative keyword lists designed to block searches involving self exclusion and GamStop. Regulators concluded that these controls were not strong enough to prevent vulnerable consumers from seeing the promotional content.

New rules and safeguards

The watchdog ordered the firm to ensure the offending ad never appears for similar search queries again. The company must also prove it has improved its targeting safeguards before running any further gambling promotions. Meanwhile, the number of people using self exclusion tools in the UK continues to rise significantly.

What it means for a bet

Affiliates face strict enforcement to ensure promotional offers never target people seeking help for gambling problems.

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