William Hill warns US affiliates about unregulated sites

William Hill Affiliates

William Hill has warned that the accounts of affiliates found to be promoting unregulated US websites will be terminated.

The operator made this clear on Friday, when it distributed emails to affiliates within its network. The message made it clear that they were “not to promote William Hill alongside unlicensed US operators on any website”. It warned that if those doing this didn’t stop immediately, they run the risk of having their account closed.

A reiterated message 

William Hill’s warning comes not long after the New Jersey Division of Gaming Enforcement (DGE) sent out a similar message. In a recent advisory bulletin, the governing body told media to stop promoting sportsbooks that aren’t licensed for the Garden State. That was regardless of whether or not these operators were regulated elsewhere.

In the above bulletin, the DGE also mentioned that non-compliers would receive “appropriate civil or criminal sanctions”.

Advertising incidents 

William Hill has been in hot water with regards to advertising this year. In July, the operator was sanctioned by the Advertising Standards Agency (ASA) in the UK. This was because it was perceived to have been directing mobile ads to an underage audience. However, it was revealed upon further inspection that age restrictions were in place. Paddy Power Betfair was also reprimanded for similar reasons.

US expansion

William Hill has been proactive in the US market throughout 2019. The iGaming market here was a big contributing factor in the company’s year-on-year revenue increase, especially with its UK operations faltering.

In October, the sportsbook also became an ‘Authorized Sports Betting Operator’ of the NBA.