The Advertising Standards Authority (ASA) has upheld a complaint against William Hill, ruling that a voucher promotion in its betting shops risked encouraging irresponsible gambling.

The case centred on a voucher printed from a gaming machine on 3 April 2025. It told the recipient: “You’ve won a £5 cash match on any game!” and added: “Redeemable between 03/04/2025 – 03/04/2025 from 05:20pm – 11:59pm in any venue.”

Time pressure questioned

The complaint challenged whether the limited redemption period was socially irresponsible. The voucher was printed at 11:51am but could not be redeemed until more than five hours later, creating concerns that customers would either stay in the shop or return the same day to claim the £5 reward.

William Hill countered that the promotion did not breach the CAP Code. The company said vouchers were only given to customers who had staked £50 or more before 5:20pm, a level it argued was not excessive compared to average machine spend. 

The company described the promotion as a one-off, low-value reward and highlighted that the terms were clearly displayed both in-store and on the voucher itself.

It also pointed to redemption data showing most customers waited at least three hours before using the voucher, suggesting they had left the shop rather than continuing to play. Staff training, time-and-spend prompts on machines and optional deposit limits were also cited as safeguards against harm.

ASA decision

The ASA disagreed, ruling that the structure of the promotion created an incentive for repeated play within a short period. In its assessment, the regulator said the same-day redemption window meant “most participants could only benefit if they returned to the premises or stayed until the later start time”.

It also noted that players may already have placed several bets in order to qualify, as the £50 threshold could include recycled winnings. The regulator concluded that the terms “incentivised behaviours that could encourage irresponsible use” and therefore breached CAP Code rule 8.5, which requires that promotions are not socially undesirable.

The watchdog instructed William Hill to withdraw the promotion in its current form and to ensure future campaigns do not encourage irresponsible gambling.

Responsible gambling in the UK

The ruling comes at a time of heightened scrutiny on gambling marketing and consumer protections. According to Gambling Commission figures, around 44% of adults in Great Britain – roughly 23 million people – take part in some form of gambling each month. 

While most gamble without issue, an estimated 0.3% of adults are classed as problem gamblers, with a further 1.2% at moderate risk.

Against this backdrop, the ASA has made clear that promotions which create time pressure or encourage repeat visits will face particular attention. 

The decision, the ASA asserted, serves as a reminder that safer gambling must remain at the forefront of both product design and customer engagement.