In July 2018 William Hill, alongside many other sports betting brands, were offering a selection of promotional deals for those placing bets on the World Cup outcomes.
One such promotion, for which a TV ad was seen, generated a single complaint to the Advertising Standards Authority (ASA).
The commercial in question was seen on TV in July 2018 and stated
William Hill customers are getting more every day of the World Cup. With two extra bet boosts available on all World Cup matches. All you need to decide is which odds to boost. Pre-match and in-play. And you still get your regular bet boost with William Hill every day to use on any sport. Simply make your selection, hit ‘boost’ on your bet slip, and you’re away. More boosts. More control. More to celebrate.
On screen text for the promotion could be seen and read as follows:
Max stake £200 or currency equivalent, 1 x pre-match Boost and 1 x in-play Boost per customer per World cup fixture, Mobile Only [sic], Singles only. Not valid with any other promotions or offers, player/country/currency restrictions & terms apply. An end-frame stated “William Hill. THIS IS MORE. 2 extra Bet Boosts on every match.
The complainant did receive the advertised offer but this stopped after nine days leading to the complaint that the commercial was misleading and could not be substantiated.
The full ruling for William Hill can be read here.
William Hill Respond
It transpires that the complainant was a bit of a bonus abuser and as such, was restricted from receiving promotional offers from William Hill.
An investigation into the account of the person who raised the complaint with the ASA revealed that only £60 had ever been deposited into their account but in total they had received £1,639.28 in bonuses from 478 different offers.
The customer had been contacted in June, ahead of the campaign going live, and told of the decision to restrict promotions on their account.
The advert did not say that ‘all’ customers would be eligible and William Hill had ensured that they had superimposed text during the commercial that said player restrictions may apply.
Not Upheld Outcome For William Hill
The ASA accepted that text had been superimposed on the screen saying ‘player/country/currency restrictions & terms apply’ and that there was no mention of ‘all’ William Hill customers being eligible for the promotion.
They also understood that the player in question was restricted from the promotion and that they had been notified in plenty of time of their ineligibility for the offer.
This led to the conclusion that the William Hill advert was unlikely to mislead.