ASA bans William Hill voucher promotion over time-pressure concerns
Published on by Zena Grantham
The Advertising Standards Authority (ASA) has ruled against William Hill after discovering an in-store promotion advertised in April 2025 encouraged irresponsible gambling.
The promotion
On 3 April, a £5 voucher was printed from a gaming machine in a William Hill betting shop. The coupon read: “You’ve won a £5 cash match on any game!” and could only be redeemed between 5:20 pm and midnight on the same day.
The voucher was issued at 11:51 am, leaving more than five hours before it became valid.
The complaint against William Hill
A complaint argued that the short redemption period created pressure. Customers might either remain in the venue until the voucher became active or return later the same day to claim the reward.
William Hill Response:
William Hill said the promotion complied with the CAP Code. It explained that vouchers were only given to customers who had already staked £50 or more before 5:20 p.m., which it described as typical spend on gaming machines.
The operator also emphasised that the offer was a one-time, low-value reward and that the terms were clearly displayed in-store and on the voucher.
Data submitted by William Hill showed most vouchers were redeemed at least three hours after printing, which it argued suggested customers had left the shop. Staff training, on-screen time and spend reminders, and deposit limit tools were also cited as safeguards.
ASA ruling
The ASA rejected these arguments. It said the same-day redemption window created an incentive for further gambling within a short period. Because the qualifying £50 stake could include recycled winnings, customers may have already spent a significant amount to qualify.
The regulator concluded the promotion “incentivised behaviours that could encourage irresponsible gambling” and breached CAP Code rule 8.5, which states that promotions must not be socially undesirable.
William Hill has been instructed to withdraw the current promotion and ensure that future campaigns avoid time-pressure mechanics that could encourage harmful play.
Wider context
The decision comes amid growing scrutiny of gambling marketing in the UK. UKGC data show that 44% of adults in Great Britain gamble each month. Approximately 0.3% are problem gamblers, with 1.2% classified as being at moderate risk.
The ASA stated that promotions creating urgency or encouraging customers to return quickly will be closely examined, adding that safer gambling must remain central to both product design and customer engagement.