Betting firms bet365 and William Hill are in hot water after UK residents filed complaints against them related to the advertising and marketing efforts of both during the 2018 FIFA World Cup in Russia.
More than 115 complaints were filed during the tournament, with many of them filed against betting groups. The number was more than four times than what was seen in the previous month, but was expected given the large scale of the soccer tournament. Of particular concern were advertisements that offered improved odds for a short session of time. These promotions are strictly regulated now under new UK betting laws, which took effect earlier this year.
The country's regulators issued guidance earlier this year which "specifically cautions against the use of urgent calls to action when gambling opportunities offered are subject to a significant time limitation; for example, the use of "Bet now!" during a live sporting event".
The investigation will take place and the ASA will release their findings shortly thereafter. If found to be out of compliance, the advertisers could face as little as a rebuke or as much as a large fine and loss of their gaming license.
We'll be updating readers as we learn more.