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UK Marketing Guidelines

UK Marketing Guidelines

Compliance Marketing Guidelines for UK Affiliates

Welcome to the essential marketing guidelines for UK affiliates partnered with by William Hill. These guidelines are crucial for ensuring compliance with relevant rules and regulations, in addition to the comprehensive set provided during onboarding.

1. Materials Usage Directive

The use of independently created content is prohibited. Utilize only the materials provided by our organization to ensure not only alignment with the established standards William Hill but also compliance with UK regulations governing promotional content.

2. Social Media Advertising

When promoting on Twitter, Facebook, and Instagram:

  • Mandatory Information: Include 18+, BeGambleAware, #ad, KQC, and ensure full T&Cs are one click away.
  • Audience Age: Demonstrate that at least 75% of your audience is above 18.
  • Platform Targeting: Focus social media activities on audiences aged 25+, except for Facebook, which can target 18+.
  • New Platforms Approval: Seek approval before utilizing any new advertising platforms other than the ones mentioned above.
  • Bio Requirements: Include 18+, Play Safe, and a link to begambleaware.org in your bio.
  • Safer Gambling Messages: Balance gambling-related posts with safer gambling messages after every 4/5 posts.

3. Displaying Terms in Advertisements

For adverts featuring offers:

  • Significant Terms: Clearly display all significant terms provided William Hill, with full terms accessible one click away.
  • KQC’s Inclusion: Ensure Key Qualifying Criteria (KQC) are provided directly with the offer, preventing access to offers without viewing KQC.
  • General Requirements: Include 18+, BeGambleAware, and #ad in all adverts, including on social media.

4. Strong Appeal to Under 18 Rules

Marketing materials should avoid:

  • Child-Appealing Imagery: Utilizing imagery that appeals to children is strictly prohibited. This includes the prohibition of characters (living, breathing, or featuring faces), cultural characters and themes, as well as e-game styles that are popular among individuals under the age of 18.
  • Under 25 Imagery: Prohibited from displaying imagery of anyone under 25 or who looks under 25.
  • Appealing Individuals: Prohibited from featuring individuals with strong appeal to under 18s, such as Premier League footballers or other popular sportspeople.
  • Do’s and Don’ts: Follow the guidelines below regarding sportspeople who may or may not be used -

sportspersons that are considered to be of strong appeal to under-18s and may not be used:

sportspersons (provided they do not have a significant profile amongst under-18s) that are considered low risk of being of strong appeal to under-18s which can be used:

UK footballers who play for top clubs, UK national teams, or in high-profile competitions, including managers.

Footballers at lower league and non-league clubs/lesser Euro/world clubs.

Non-UK ‘star’ footballers particularly those at top European clubs, including managers.

Long-retired footballers are now known for punditry/commentary.

Other prominent sportspeople involved in sports like cricket, tennis, and rugby, at the highest levels, with significant social media and general profiles making them well-known to under-18s.

Sportspeople involved in sports like cricket, tennis, and rugby that don’t have a significant role in the sport.

Leading eSports players or lesser known eSports players with significant social media and general profiles making them well-known to under-18s.

Sportspeople are involved in clearly adult-oriented sports (e.g. darts, snooker, golf, horseracing, and motorsports).

Retired footballers who have moved into punditry/commentary with significant social media and general profiles making them well-known to under-18s.

 

Sportspeople involved in clearly adult-oriented sports (e.g. darts, snooker, golf, horseracing, and motorsports) but who are notable ‘stars’ with significant social media and general profiles making them well-known to under-18s.

 

5. Search Engine Marketing (SEM)

  • Inclusion Requirements: Include 18+ and "Play Safe" on the first or second description level.
  • Age Restriction Functions: Apply available age restriction functions on advertising platforms.

6. Direct Communications

  • Database Usage: Refrain from using your own or purchased databases for advertising William Hill through SMS, WhatsApp, Email, Snail Mail, or Push Notifications.

7. Infringing Website Policy

When marketing or promoting William Hill:

  • Contacting PIPCU: If marketing or promoting William Hill to any person or entity located in the UK, undertake to contact the Police Intellectual Property Crime Unit (PIPCU) at PIPCUantipiracy@city-of-london.pnn.police.uk. and access the PPCU's Infringing Website List (the "List")
  • Infringing Website List: Avoid marketing or promoting on websites, software, applications, or portals on the Infringing Website List.

8. Prohibited Promotions - Ladder/Challenges

  • Promotional Restrictions: Avoid any Ladder/Challenge type promotions, as they are not permitted.

Remember, these rules are in addition to those provided during onboarding. Non-compliance may result in a violation of your agreement with William Hill, leading to termination. If unsure, contact your Affiliate Manager for further details before using any imagery.