Lynnae is a journalist covering the intersection of technology, culture, and gambling. She has more than five years of experience as a writer and editor, with bylines at SlashGear and MakeUseOf. On the iGaming side,...
Read Full BioThe UK Advertising Standards Authority (ASA) has ruled that an April 3 promotion offered in a William Hill betting shop breached consumer protection standards “by encouraging irresponsible use.”
At issue was a voucher promotion where customers who staked £50 or more across eligible gaming machines automatically received a voucher saying: “You’ve won a £5 cash match on any game!” and “Redeemable between 03/04/2025 – 03/04/2025 from 05:20 PM – 11:59 PM in any venue.”
William Hill defended the promotion, arguing that the voucher didn’t create any undue pressure to stay or play more. In the operator’s words, it was a “low-value, one-off reward.” The company added: “…it did not involve any progressive elements, wagering multipliers, or additional conditions beyond what was initially displayed.”
It also stressed that “redemption of the voucher was entirely optional” and pointed out there was data showing most customers waited hours before redeeming it, which suggests they’d left the store and returned later to use the voucher. This isn’t the first time the regulator has stepped in over gambling promotions; in July, it slammed Play’n GO for child-friendly gambling ads.
ASA Says Timing Incentivised Repeated Play
The ASA had a different view of the matter, considering the William Hill voucher problematic due to its same-day redemption window.
In its assessment, the regulator wrote: “Because the redemption window was limited to a later time on the day it was printed, it meant that most participants could only benefit if they returned to the premises or stayed until the later start time.”
In the ASA’s view, the timing meant most customers could only take advantage of the promotion if they stayed in the shop or returned later, which created an incentive for repeated play and made it more likely they’d engage in more gambling than they would have if they hadn’t received the voucher.
The ASA concluded that: “…linking the reward to a same-day timeframe, particularly at a limited period later on the day, incentivised behaviours that could encourage irresponsible use.”
Outcome & Action
As a result, the ASA upheld the complaint and found that the promotion breached CAP Code rule 8.5, which concerns consumer protection.
The ruling said: “The ad must not appear again in the form complained of” and told William Hill “to ensure that future promotions did not encourage irresponsible use.”
