William Hill Advertising Campaign Reignites Responsible Gambling Debate

William Hill’s latest advertising campaign has sparked yet more debate in the UK about responsible gambling, as problem gambling groups, charities and ex-Sky Betting & Gaming CEO Richard Flint clash over its messaging.

The British bookmaker’s “It’s who you play with” campaign was released on September 13 and features a group of friends communicating on group chat about one of their “mate’s” bets.

William Hill claims that the campaign is aimed at showing that “a bet isn’t just a bet”, but instead is a social tool that helps to keep you in touch with your friends.

Each of the “mates” featured in the campaign has a fictional profile, such as Jack who is “big on football and likes a bet, old school and trusts his instincts as much as the numbers".

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