Background
This ruling forms part of a wider piece of ongoing work on the advertising of AI products across a number of sectors. The ads were identified for investigation following intelligence gathered by our Active Ad Monitoring system, which uses AI to proactively search for online ads that might break the rules. See also related rulings published on 16 September 2026 and 14 October 2026.
Ad description
A paid-for Facebook ad for AI Scorecast, a data analytics app for football results, seen in April 2026, included text that stated “AI analyzes every football match for you. Get smarter predictions instantly”. Text below stated “AI Football Predictions” and the ad included a button labelled “Install Now”. A video in the ad showed a man in a blue and white football shirt seated beside a microphone and monitor and talking to the camera. A voiceover, with an American accent, said “Great news for football fans. A brand new AI app has just launched. It predicts outcomes with a 97% accuracy rate in advance. On top of that it creates high odds betting slips entirely powered by AI. It analyzes thousands of football data points in seconds so you can know the result instantly. I tried it myself, six matches all correct. If you want to give it a go too just click and download.”
Issue
The ASA challenged whether the ad was irresponsible and misleading, because it implied that the service was very likely to allow consumers who used it to make ‘informed’ gambling decisions to turn a profit.
Response
HRY Games t/a AI Scorecast did not respond to the ASA’s enquiries.
Assessment
The ASA was concerned by HRY Games t/a AI Scorecast’s lack of response and apparent disregard for the Code, which was a breach of CAP Code (Edition 12) rule 1.7 (Unreasonable delay). We reminded them of their responsibility to provide a response to our enquiries and told them to do so in the future.
Upheld
The ASA understood that the AI Scorecast app used AI to analyse football team data and match statistics to forecast results for future matches.
The ad stated “Great news for football fans. A brand new AI app has just launched. It predicts outcomes with a 97% accuracy rate in advance […] It analyzes thousands of football data points in seconds so you can know the result instantly. I tried it myself, six matches all correct.”
We considered consumers would likely understand the claims as an indication that the app would predict football match results within a 97% accuracy and therefore consumers would be very likely to make a profit if they followed the app’s recommendations to inform gambling decisions. However, while the ad emphasised profits and success, it did not make reference to the possibility of tipping losers or of losing money.
Because the ad implied that the service was very likely to allow consumers who used it to make ‘informed’ gambling decisions to turn a profit, without information on the risks involved in betting, we concluded that the ad was misleading and irresponsible.
The ad breached CAP Code (Edition 12) rules 1.3 (Social responsibility) and 3.1 (Misleading advertising).
Action
The ad must not appear again in its current form. We told HRY Games t/a AI Scorecast to ensure their future advertising was prepared with a sense of responsibility to consumers and society. We also told them to ensure their advertising did not misleadingly imply that consumers were very likely or certain to achieve a profit. We referred the matter to CAP’s Compliance team.
