Published on 7th April 2016 by Becky Mosley

Another day and another drama within the world of online betting, as it seems that a marketing campaign from William Hill has fallen foul of the Advertising Standards Authority (ASA). What the complaint and eventual case related to were two adverts issued by the online betting brand. These adverts addressed ‘Risk-Free’ bets that were being offered by William Hill, but as the ASA discovered, all wasn’t quite as it seemed.

Promised ‘Risk Free Betting’

The adverts being scrutinised were shown on December 11^th 2015 and December 25^th 2015 respectively. Each of these adverts promised players risk free betting funds (£5 and £10), yet the terms and conditions told a different story. Following a complaint, what was revealed was that when a game was played not utilising the full amount, it was deemed necessary for a player to put their own money at risk. Given that this was the case an investigation into the adverts was launched.

In Breach Of CAP Codes

Short yet poignant, the ASA investigation found that the adverts where in breach of several CAP Codes. These CAP codes included:3.1 – Marketing communications must not materially mislead or be likely to do so.3.3 – Marketing communications must not mislead the consumer by omitting material information.3.9 – Marketing communications must state significant limitations and qualifications. Qualifications may clarify but must not contradict the claims that they qualify.8.2 – Promoters must conduct their promotions equitably, promptly and efficiently and be seen to deal fairly and honourably with participants and potential participants.Considering the nature of the breach, William Hill has been quick to defend both adverts for their legitimacy. A brand statement read, “the terms and conditions were clear and self-explanatory for both”, however it is fairly obvious that the ASA disagreed. Both adverts have been subsequently pulled and will not re-air.