The UK’s Advertising Standards Authority (ASA) has sided with a complaint that said bookmakers William Hill were running a slot machine offer that risked harmful behaviour. The regulators said it was irresponsible.
The promotion ran from 3rd April 2025 with customers who wagered at least £50 on eligible machines were automatically issued with a token stating “You’ve won a £5 cash match on any game! Redeemable between 03/04/25 17.20 and 11.59pm in any shop”
The complaint against the betting company debated that with a five hour period before the voucher was able to be redeemed encourages players to stay on site for longer periods or return the same day to take advantage of the reward. Regulators consider this to be socially undesirable.
The betting giant disputed the claim implying the voucher was a one off low value reward which had no wagering requirements. The redemption was only an option with no direct requirements for bettors to continue playing. The data compiled shows that many of the eligible customers didn’t redeem the voucher.
The company also dismissed the idea that the promotion encouraged players to remain in shops until the redemption period started.
That being said ASA sided with the complainant concluding that the same day and time limit window could push repeated/extended play creating more pressure to gamble than intended.
The offer was therefore in breach of rule 8.5 in the CAP Code which prohibits marketing that offers potential socially harmful gambling habits. William Hill have been ordered to withdraw the promotion and make sure future offers don’t follow suit.
This decision shows ASA’s strict stance on gambling marketing, especially those that might increase longer play sessions or repeated visits to sites or shops. The outcome also reflects the regulatory pressures imposed in the UK with lawmakers scrutinizing how platforms use bonuses, vouchers and free play offers.
Consumer advocates stress that while they are only low value rewards they still create mental nudges that keep players engaged longer than usual.
For betting operators this serves as a reminder that the laws guidelines aren’t about the size of the rewards but also how they are timed and structured.