ASA Rules William Hill Promotion Encouraged Irresponsible Gambling
Overview of the ASA Complaint Against William Hill
The UK’s Advertising Standards Authority (ASA) has upheld a complaint concerning a promotional campaign by William Hill. The regulation body determined that the offer promoted gambling behavior that could be deemed irresponsible.
Details of the Controversial Promotion
On April 3, William Hill introduced a promotion giving customers vouchers worth GBP 5. However, these vouchers were only redeemable within a very limited time frame—from 5:20 pm to 11:59 pm on the same day. This constraint led to criticism that the promotion pressured players to act quickly, potentially encouraging reckless gambling.
William Hill’s Defense of Its Promotion
William Hill responded by asserting that the promotion complied with industry standards and did not promote irresponsible gambling. The vouchers were only available to players who placed bets totaling at least GBP 50 on qualifying machines before 5:20 pm, including winnings from earlier bets. The company also stated that average spending during the promotion was actually below their typical monthly averages for April and May.
The operator highlighted that the expenditure required to earn a voucher, and the value of the voucher itself, were both modest. They further explained that redeeming the voucher was voluntary and noted that most eligible customers chose not to use theirs. William Hill emphasized that its staff received proper training to spot signs of problem gambling and would intervene if any such behavior was observed.
ASA’s Final Decision and Rationale
Despite considering William Hill’s explanations, the ASA concluded that the promotion breached rules intended to prevent irresponsible gaming. The regulatory body pointed out that the nature of the offer likely prompted many customers to either remain in the betting establishment longer or return later the same day to redeem the voucher.
Given that customers had to spend a significant amount to qualify, the promotion effectively encouraged repeated betting within a single day, raising the risk of excessive gambling. Consequently, the ASA ruled that the campaign violated the CAP Code and should not be used again in this form. William Hill has been officially warned against promotions that encourage irresponsible gambling practices.
