William Hill ordered to remove advert by Advertising Standards Authority

The Advertising Standards Authority (ASA) has instructed William Hill to withdraw an advertisement that contained misleading language regarding the use of payments for welcome bonuses. The ad promoted: "Bet £10 and get £60" from the operator, but in fine print, it indicated that Apple Pay was not an accepted payment method. This omission was deemed a significant condition of the promotion. Consequently, consumers felt misled by the absence of this information upfront and the lack of clarity in the smaller text, prompting a complaint to the ASA in the UK.

The ASA upheld the complaint, referring to its own Code of Practice, which governs advertising and marketing standards within the country. The authority emphasised that all promotions must clearly present critical terms, as failing to do so could mislead consumers. Important details may include restrictions related to payment methods. While William Hill contended that they met the criteria by including a second advertisement that stated "Payment options may be restricted," the ASA concluded that the failure to mention Apple Pay’s exclusion constituted crucial information that could affect a customer’s perception of the promotion. As a result, the ASA mandated the removal of the advertisement and prohibited its reappearance in a similar format.