Key Moments:
- The Advertising Standards Authority determined that a William Hill promotion encouraged irresponsible gambling activity.
- A voucher offering a £5 cash match, given to customers who wagered £50 or more, was available for redemption only within a specific seven-hour window.
- Regulators asserted the timing and requirements linked to the voucher could prompt increased gambling behavior within a single day.
Regulatory Ruling on Gambling Incentives
The UK Advertising Standards Authority (ASA) ruled that William Hill failed to meet consumer safeguards in a recent shop promotion. The decision followed a complaint about a £5 voucher, redeemable only in a seven-hour window on the same day.
Promotion Details Under Scrutiny
The ASA said customers who wagered £50 or more on gaming machines before 5.20pm on April 3 received the voucher. Redemption of the voucher was permitted between 5.20pm and 11.59pm that same day, narrowing the window during which customers could benefit from the offer.
| Promotion Element | Details |
|---|---|
| Voucher Value | £5 cash match |
| Eligibility | Stake of £50 or more on gaming machines before 5.20pm |
| Issue Time | April 3 at 11:51am |
| Redemption Window | 5.20pm – 11.59pm on the same day |
Differing Perspectives on Customer Impact
William Hill, part of the evoke group, responded to the ASA explaining that the offer was not inherently time-pressured and did not stimulate excessive or repeated gambling. The company stated that “very few” customers used the voucher within two hours and that most waited at least three hours, often leaving and returning to the shop later. William Hill claimed this pattern indicated there was no undue pressure to stay in the premises or to continue playing.
The operator also emphasized the promotional reward was of low value and a one-time occurrence, with the full terms clearly displayed on digital screens and the vouchers themselves. William Hill maintained that this offer was not embedded in a larger incentive system and that staff are trained to identify signs of problematic or repeated gambling behaviors.
ASA’s Findings and Safety Concerns
Despite these assurances, the ASA found that the same-day, limited redemption window encouraged players to gamble more often or with higher stakes. The ASA also noted that some customers may have bet repeatedly to reach the £50 stake, raising their exposure to risk. “We thus considered 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.”
- Author
Daniel Williams
