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".
To continue reading please log in or request a demo to speak to a member of the team.
Request a Trial
Click here to request a trial