The UK’s Advertising Standards Authority (ASA) has banned a press advertisement for William Hill which was found to be misleading after the UK bookmaker claimed to offer the best prices on the favourites during the current football season when compared to the whole market.

The press ad in the Racing Post was headlined: "WHO'S BEEN THE BEST PRICE ON THE FAVOURITES SO FAR THIS SEASON?"

Below, the ad showed four boxes, each containing a big William Hill-branded football shirt and three smaller shirts branded with the names of other bookmakers. Each shirt had a number representing the number of matches in which that company had offered the best price. The first box was titled "BEST PRICE PREMIER LEAGUE" and text in the shirts stated: "WILLIAM HILL 102; CORAL 27; BET365 0; BETFAIR 0."

The other boxes gave statistics from other leagues in the same way. Small print at the bottom of the ad stated: "Source, online prices include 153 Premier League, 241 Championship, 239 League 1 and 242 League 2 games so far this season.

One complainant challenged whether the claim and the comparisons between the bookmakers in the ad were misleading and could be substantiated.

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