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William Hill Offer Removed After Single Complaint


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Last week, the Advertising Standards Authority (ASA) upheld a single complaint
lodged against a bonus offer which appeared in July this year on the William
Hill website, and instructed the UK land and online gambling giant that its
offer in question "must not appear again in its current form."

Although the UK boasts one of the liberal online gambling markets in the world
as the popular internet activity is fully licensed and regulated within its
borders, it is strictly controlled and monitored, and that included all aspects
of online gambling-related advertising and marketing activities.

Since online
gambling was first regulated in the UK, the ASA has pulled more than a few
online gambling ads and offers from a various media based on complaints from the
public. However, what makes William Hill’s free bonus offer removal stand
out is the fact it received just one complaint.

Not that the executives at William Hill are complaining, because the
publicity that the removal of its special offer has generated is worth its
weight in marketing gold. Plus, most land and online media outlets that ran with
the story mentioned details of the offer, effectively promoting Will Hill for
free.

£150 Bonus For New Players Received Complaint

When the bonus offer was first posted on the William Hill website in April this
year, it advertised a "£150 Bonus For all new casino players," and was
accompanied by smaller text that read "*Requires a £35 minimum deposit, terms
and conditions apply." Shortly after appearing, it spawned the single complaint.

The complainant told the ASA that they thought Will Hill’s "£150 Bonus For all
new casino players" offer was misleading as they understood it to mean that if
they deposited between £35 and £150, they would receive a £150 matching bonus,
instead of a receiving a match bonus on the actual amount they deposited.

Said the ASA in a statement: "We understood, however, with reference to the
conditions, that the actual terms of the offer were that William Hill would
match any deposit from £35 to £150 inclusive and therefore to receive a £150
bonus a customer would have to deposit not £35 but £150.

"While we noted William Hill’s argument that the conditions were available
via the drop down menu from the ‘Promotions’ tab, we considered that they should
have been linked to directly from the offer itself and … because the ad
implied that customers could obtain a £150 bonus by depositing £35 when that was
not the case, we concluded the offer was misleading."

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