Wednesday April 24,2013 : WILLIAM HILL ON THE WRONG SIDE OF ASA
 
Claim and data considered incomplete and ultimately misleading
 
A William Hill press advert that appeared in the Racing Post has been taken to task by the UK Advertising Standards Authority.
 
The ad headlined " "Who's Been The Best Price On The Favourites So Far This Season?" showed four boxes, each contained a big William Hill-branded football shirt and three smaller shirts branded with the names of other bookmakers. Each shirt had a number representing the number of matches in which that company had offered the best price. The first box was titled "BEST PRICE PREMIER LEAGUE" and text in the shirts stated "WILLIAM HILL 102; CORAL 27; BET365 0; BETFAIR 0". The other boxes gave statistics from other leagues in the same way. Large text below stated "You know where to come williamhill.com/bestprices".
 
A complainant challenged whether the claim and the comparisons between the bookmakers in the ad were misleading and could be substantiated.
 
The ASA upheld the complaint saying it considered that the data did not show that William Hill had offered the best prices on the favourites during the season when compared with the whole market and therefore concluded that the ad was misleading.