ASA bans William Hill's High Five TV advert

The Advertising Standards Authority (ASA) has reprimanded William Hill for failing to make clear “significant limitations” to the operator’s High Five offer in a recent TV advert.

The ad campaign, seen on TV by the complainant in January, promoted Hills’ flagship jumps racing offer which paid out a 25% bonus (up to £100) on a winning bet if the horse won by five lengths or more.

The multi-channel High Five concession also offered money back as a free bet if a customer’s horse finished second.

However, a complainant claimed William Hill had failed to clearly state in the TV ad that the offer only applied to the starting price, rather than the current price, if a customer placed a bet in-shop.

The ASA deemed the ad “misleading” for omitting material information and ruled it must not appear again in the form complained about.

In response, William Hill said it believed the price restriction had been made clear in all its retail promotional activity and that the inclusion of “T&Cs apply” in the TV ad showed there were additional conditions involved.

And speaking to EGR Marketing this morning, a William Hill spokesperson said the operator was “surprised” by the ruling, particularly after the advert was approved by Clearcast prior to the launch.

William Hill’s High Five offer, which was launched last November, was recently followed up by its Flat season equivalent ‘2 Clear’, offering punters a 15% free bet bonus on a winning bet if the horse wins by two lengths or more.