The Advertising Standards Authority has banned a Facebook advert for AI Scorecast after it claimed 97% accuracy and implied that users could make money from betting.

The ruling was published on 14 October 2026. It concerns a paid social media advert from HRY Games, the company behind the football data analytics app.

The ASA challenged the advert’s message, not whether the app had achieved a particular prediction rate.

What the advert claimed

The advert said the app could analyse thousands of football data points and predict match outcomes with 97% accuracy. It also promoted “high odds betting slips” generated by artificial intelligence.

A video presenter said he had tested the service across six matches and got every prediction correct. The ASA said consumers were likely to see those claims as a strong indication that the app could help them make a profit through betting.

The advert did not explain that predictions could fail or that users could lose money. That omission became central to the ruling.

Why the ASA upheld the complaint

The ASA found the advert misleading and socially irresponsible. It breached the Committee of Advertising Practice Code rules 1.3 on social responsibility and 3.1 on misleading advertising.

The regulator said the advert presented success and profit with a high degree of confidence, while offering no meaningful warning about the risks involved.

The ruling does not establish that AI Scorecast achieved, or failed to achieve, a specific prediction rate. It addresses how the claims were presented to consumers.

HRY Games did not respond to the ASA’s enquiries. The regulator also recorded a breach of rule 1.7, which covers unreasonable delay in responding to investigations.

The advert cannot return in its current form

The ASA ordered that the advert must not appear again in its current form. It told HRY Games to prepare future advertising responsibly and avoid implying that consumers were very likely or certain to make a profit.

The case was also referred to the Committee of Advertising Practice’s Compliance team. That referral means the advertiser faces follow-up compliance attention beyond the removal of the original Facebook campaign.

What the ruling means for the betting market

The decision is a warning for UK-facing operators, affiliates and sports-data businesses that use artificial intelligence as a selling point. Describing a tool as data-driven does not remove the need to show the limits of its predictions.

  • Accuracy claims need proper evidence and clear context.
  • Success stories must not make betting profits appear routine.
  • Risk information cannot be omitted when the main message promotes winning.
  • Technology language must not disguise a gambling claim.

The case is an advertising ruling, not a licence suspension or a Gambling Commission enforcement decision. Its immediate target is the marketing message, but the practical consequence reaches any business presenting betting software as a near-certain route to profit.

The ASA said the investigation formed part of wider work examining advertising for artificial intelligence products across several sectors. For Britain’s betting market, the message is clear: technology may support analysis, but it cannot be advertised as a shortcut around gambling risk.