The Advertising Standards Authority (ASA) has upheld a complaint made against William Hill over an allegedly misleading promotional offer in an advert.

The ad’s main text read: “Enjoy £40 on us! When you opt in and stake £20”. The small-print terms and conditions underneath included the line, “Min. £40 stake on Marble Race Live”.

The ad, which was shown on the William Hill app in May, was challenged by a complainant who argued the messaging could have misled customers into believing the minimum stake required to be awarded the bonus was £20.

William Hill Group International (WHG) responded that the headline text was the result of a typographical error, and acknowledged the incorrect wording did contradict the true terms of the promotion.

The error occurred due to a “manual edit”, which according to William Hill had been made during a resizing of the banner for layout purposes.

WHG added that the incorrect ad appeared solely in the mobile app to a targeted group of 3,057 customers between 17 and 19 May 2025.

Those who clicked the ad banner were still presented with the full terms and conditions before they could place any stakes.

WHG insisted “the likelihood of consumer detriment was low” and that it had reviewed its processes to ensure no similar errors occur again.

Nevertheless, ASA upheld the complaint, concluding the ad had breached CAP Code (Edition 12) rules 3.1 (Misleading advertising) and 3.9 (Qualification).

ASA said: “We considered that the headline claim, which indicated that a minimum stake of £20 was sufficient to qualify for the promotion, was likely to mislead consumers because it did not reflect the actual terms and conditions of the promotion.

“We acknowledged that the small print referred to the correct staking value necessary to participate in the promotion.

“However, we considered that, by introducing a higher staking requirement as a qualifying condition, the qualification contradicted rather than clarified the headline claim.”

Last month, ASA upheld a complaint against William Hill for a retail shop promotion which it concluded could “encourage irresponsible use”.

Earlier in September, ASA also backed complaints made against an X post by Midnite because of its perceived high risk of appealing to children.

The video in the post was an AI-generated parody depicting a Trent Alexander-Arnold farewell speech to Liverpool players.

EGR has contacted William Hill for comment.

The post ASA upholds complaint against “misleading” William Hill ad banner  first appeared on EGR Intel.