The UK Advertising Standards Authority has upheld a complaint against UK bookmaker William Hill for three adverts which were found to be misleading for making claims about the odds available during various sporting events.

Two ads on sports.williamhill.com and a TV ad made claims about the odds available during various sporting events.

One web ad stated: “BEST PRICES ON THE BEST HORSES BET NOW” and “ROYAL ASCOT SATURDAY 23RD JUNE 2012.” Another web ad stated: “EURO 2012 BEST PRICES ON THE BEST TEAMS.”

The TV ad, which focused specifically on text betting, stated: “Best Odds Guaranteed on all UK & Irish Horse racing.”

One complainant challenged whether the two online ads were misleading and could be substantiated because he believed that better prices were available from other bookmakers.

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