In a recent survey run after Safer Gambling Week 2020, 91% of customers surveyed mentioned being aware of at least one safer gambling tool with William Hill.

In 2019, BGC members introduced a voluntary ‘whistle-to-whistle’ television advertising ban, and William Hill does not undertake football shirt sponsorship in the UK.

We wanted to build on this position to ensure our industry adhered to robust advertising and marketing standards, working to address concerns around sports sponsorship, television and online advertising.

Since May 2020, we have dedicated at least 20% of our TV coverage to our safer gambling messages, up-weighting significantly as part of the Covid-19 10-Pledge Action Plan.

We also moved from bespoke safer gambling campaigns, such as the Anthony Joshua ‘Control is Everything’ campaign in 2019, to consistent safer gambling messages throughout our sportsbook and gaming campaigns and marketing activity. An example of this was the launch of a new dedicated safer gambling TV campaign.

This approach of making safer gambling part of what we do, across all of our activities, was amplified through the rollout of the Industry Group for Responsible Gambling (IGRG) Code as of 1 October 2020.

Our commitments to the IGRG Code, include:

  • our paid-for social media advertising is now directed at those aged 25+ (we are no longer targeting young people between 18 and 24 whose age we have not verified ourselves); and
  • restricting all our organic YouTube content (content we have not paid to publish) to logged-in users aged 18+, meaning only adults, aged 18 or over, with a registered YouTube account, can view our material on the platform.

In terms of our organic content, 20% is now safer-gambling-related messaging, and each of our social media pages now contains a link to the BeGambleAware web page, informing our customers how to limit their exposure to gambling advertising across social media.

Our affiliate partners are also required to post safer-gambling-related content, and our paid-for advertising that appears on search engines and the advertising of our affiliate partners, contains ‘18+’ and the safer gambling message ‘Play Safe’.

We have also supplemented our own blacklist of search terms with the list supplied by the BGC, meaning that our advertising will not appear around certain terms that consumers search for online, including any references to children or other vulnerable groups.

We have seen safer gambling messages working well in driving positive behaviour change, and the use of safer gambling tools. We continue to use ambassadors such as Anthony Joshua and others to promote safer gambling messages and encourage the use of safer gambling tools.