ASA warns William Hill to be more clear with promotional offers

ASA warns William Hill to be more clear with promotional offers

Wednesday, February 28, 2018 Posted by Joseph Streeter
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In the same set of rulings, a complaint about PlayOJO was dismissed

In the latest set of rulings from The Advertising Standard Authority (ASA) a complaint made against William Hill regarding an advert published by the bookmaker last September was upheld.

The complaint questioned whether the advert published by William Hill, outlined the terms and conditions of the bookmaker's promotion in a clear way.

At the center of the advert in question, which received just one complaint was a voice-over that stated: “Get a 15% free bet bonus on your winnings with ‘2 Clear’ from William Hill, 30% of flat races last season were won by two lengths or more.

“Bet on any live ITV flat race and if your horse wins by 2 lengths or more you’ll get a 15% free bet bonus on your winnings. Introducing ‘2 Clear’ from William Hill. Available on all live ITV flat races. Online, on mobile and in our shops.” During the ad, the words “free bet bonus” and “Live ITV Flat Races” flashed on screen when referenced in the voice-over. At the bottom of the screen, small text stated “Selected UK flat races. 6+ runners.”

Vindicating its decision to uphold the complaint, the ASA announced its belief that because the ad featured terms, such as “bet on any live ITV flat race” and “available on all live ITV flat races” it was too vague.

“We noted it was common in flat horse races for runners to drop out right up until the beginning of the race. We understood there would be instances where a consumer might decide to place a bet on a race, and not know until the start of the race that their bet would no longer be eligible for the bonus as the race no longer had the requisite amount of runners.

“We considered that this was a significant qualification that should have been prominently included in the main body of the ad and that it was not sufficiently clear for it to be presented in the small text at the bottom of the screen.”

The ASA ruled that the ad in question must not appear in its current form again, while a reminder to ensure conditions relating to offers are clear and do not contradict qualification claims, was also issued.

The group also received a complaint over an advert from UK-licensed online casino PlayOJO, which related to whether the paid for Facebook advert specifically appealed to minors, however the ASA ruled that because of the “style and nature” of the image it did not breach any code or regulation.

In its defence, PlayOJO outlined that the advert was included in a targeted campaign at players who were already registered on their website and therefore was not available in freely accessible space.

Totally Gaming says: In its targeted marketing campaign, PlayOJO have given a strong guide on how to approach a marketing campaign, targeting a key audience with an advert that suits the intended market. Whereas for sportsbook operators, the criterai has been set with regards to promotions and clarity is essential.

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