An advertisement by William Hill seen on 17 May 2025 was reported as misleading to the Advertising Standards Authority (ASA) in the UK.
The ad, promoting the game 'Marble Race Live,' displayed the headline, "Enjoy £40 on us! When you opt in and stake £20," with smaller text stating a minimum £40 stake was required.
A complaint was submitted, asserting that the headline implied a £20 stake was sufficient to qualify for the offer.
William Hill acknowledged the discrepancy, explaining that the error occurred during a manual edit when resizing the banner.
The company stated that the correct £40 minimum stake was included in the small print below the headline.
The ad ran exclusively in the mobile app, targeting 3,057 customers, and was active from 17 to 19 May 2025.
William Hill confirmed that customers clicking the banner were presented with the full terms and conditions before opting in.
The ASA reviewed the complaint and concluded that the headline was likely to mislead consumers. Although the small print included the correct staking requirement, it contradicted the headline claim.
The ASA determined that the ad breached CAP Code rules 3.1 (Misleading advertising) and 3.9 (Qualification). The complaint was upheld, and the ad must not appear in the same form again.
William Hill has reviewed its internal processes to prevent similar errors in future campaigns.
Only one ad was affected and exposure was limited to a small, targeted audience over three days
