One of the world's oldest bookmakers (1934), now part of 888 Holdings, with real regulatory history and a mixed trust record
Visit William Hill →William Hill welcome bonus in United Kingdom
Context for United Kingdom: Since 19 January 2026 the Gambling Commission has capped wagering requirements at 10x the bonus (Social Responsibility Code 5.1.1), and promotions may no longer combine product types such as sports and casino in one offer. If a bonus on this page states 35x, 50x or higher, that figure predates the cap or does not reflect the operator's current UK terms - check the live terms on site, and treat any UK offer still advertising above 10x with caution.
Here is the current William Hill welcome offer for players in United Kingdom. Bonus terms change and are set by William Hill for each market — always confirm the live offer on its own site. See every licensed betting site in United Kingdom →
Pros
- One of the longest-established, most recognisable bookmakers in the world (since 1934)
- Genuine UKGC and Italian ADM licensing under the established 888 Holdings group
- Deep sports market coverage and in-play betting
- Full casino/Vegas product under the same account
- Regulator-compliant welcome offers across served markets
Cons
- Findings included 331 customers who had self-excluded from sister brand Mr Green being able to gamble with William Hill instead
- Operator WHG (International) Limited paid GBP 12.5m of a record GBP 19.2m UKGC settlement in March 2023 for social responsibility and AML failures
- Documented GBP 19.2 million UKGC fine (2018) for social responsibility and AML failings
- Real, recurring complaints of accounts restricted or closed after successful betting runs
- Some reports of slow document verification during withdrawals
- Limited recourse described by affected users in account-restriction disputes
Our verdict
William Hill is one of the oldest and most recognisable bookmakers in the world, founded in 1934 and now part of 888 Holdings following the 2022 acquisition of its non-US assets from Caesars Entertainment. It holds genuine UKGC (39225) and Italian ADM (16044) licences and offers a full sportsbook, in-play betting and casino product. However, its regulatory history includes a documented GBP 19.2 million UKGC fine in 2018 for social responsibility and anti-money-laundering failings, and Trustpilot sentiment is genuinely mixed, with a real, recurring pattern of complaints about accounts being restricted or closed for successful bettors. If you're in the UK, Ireland or Italy, William Hill is a long-established, genuinely licensed option — just be aware of its historical compliance record and the account-restriction complaints before relying on it for consistent long-term betting.
How we rated it
Sportsbook & casino (25%)7.8
One of the longest-established sportsbooks in the world (since 1934), with deep market coverage, in-play betting, and a full casino/Vegas product under the same account.
Mobile & UX (10%)7.3
Mature, well-built platform reflecting nine decades of operating history and significant technology investment.
Bonuses & value (15%)7
Clear, regulator-compliant welcome offers across UK, Ireland and Italy, including a UKGC-standard 'bet & get' free bets structure and an ADM-compliant Italian package.
Trust & licensing (20%)6
Genuine UKGC (39225) and Italian ADM (16044) licensing under the established 888 Holdings group, but with a documented history of UK regulatory fines, most notably a GBP 19.2 million UKGC penalty in 2018 for social responsibility and AML failings. Held at this level deliberately now that the record is documented rather than assumed: operator WHG (International) Limited paid GBP 12.5 million of a record GBP 19.2 million settlement in March 2023, including letting 331 self-excluded customers gamble and taking a GBP 19,000 single bet without source-of-funds checks. A large, long-established, properly licensed bookmaker - and one the regulator came close to suspending.
Customer support (10%)6
Generally responsive for routine queries, but account-restriction disputes are a recurring theme in negative reviews with limited recourse for affected users.
Payments & payouts (20%)5.5
Real, recurring complaints on Trustpilot about accounts being restricted or closed after a run of successful bets ('gubbing'), plus some reports of slow document verification during withdrawals.
Quick facts
| Founded | 1934, United Kingdom |
| Owner | 888 Holdings plc (formerly Evoke plc), since 2022 |
| Licensing | UKGC (39225) + Italian ADM (16044) |
| Regulatory history | GBP 19.2m UKGC fine (2018) for social responsibility/AML failings |
| Known issue | Recurring complaints of accounts restricted/closed after successful betting runs ('gubbing') |
| Sports & Casino | Full sportsbook, in-play betting, casino/Vegas product |
| Markets | UK, Ireland, Italy, Spain (documented, not a paid affiliate market); Norway/Pakistan excluded |
How we verified this
William Hill's online operation is WHG (International) Limited, UKGC account 39225 (Gibraltar head office), licences active. In March 2023 William Hill Group businesses paid a record GBP 19.2 million over social responsibility and AML failures, of which WHG (International) Limited paid GBP 12.5 million; the Commission considered licence suspension before settling.
Where William Hill is licensed
William Hill appears on the official register in 8 countries. Highlighted countries have a full local review — pick yours for its welcome bonus and licence details.
About William Hill
William Hill is one of the world's oldest and best-known bookmakers, founded in 1934 in the United Kingdom. It is now owned by 888 Holdings plc (formerly Evoke plc), following 888's 2022 acquisition of William Hill's non-US assets from Caesars Entertainment. William Hill holds a genuine UK Gambling Commission licence (account 39225) and an Italian ADM licence (n. 16044), offering a full sportsbook with deep market coverage and in-play betting, alongside a casino and Vegas-style gaming product under the same account. The brand has a documented history of UK regulatory scrutiny, including a GBP 19.2 million fine from the UKGC in 2018 over social responsibility and anti-money-laundering failings. Trustpilot sentiment is genuinely mixed: many long-standing customers praise its market depth and reliability, while a real, recurring subset of reviews describes accounts being restricted or closed after a run of successful bets, a practice commonly referred to as 'gubbing' in the UK betting community.
William Hill FAQ
Has William Hill been fined by the regulator?
Yes, and heavily. In March 2023 three William Hill Group businesses paid GBP 19.2 million over 'widespread and alarming' social-responsibility and anti-money-laundering failures - the largest enforcement payment the UK Gambling Commission had ever imposed. WHG (International) Limited, the company behind williamhill.com, accounted for GBP 12.5 million. The Commission found customers could lose thousands within minutes of opening an account, that 331 people who had self-excluded from sister site Mr Green were still able to gamble with William Hill, and that one customer staked GBP 19,000 in a single bet without being asked where the money came from. The Commission has said it seriously considered suspending the licence and settled because the operator acted quickly to fix things. If you use self-exclusion, that 331-customer finding is the part worth knowing.
Is William Hill safe and legit?
Yes, formally — William Hill holds genuine UKGC (39225) and Italian ADM (16044) licences under the established 888 Holdings group. However, it has a documented regulatory history, including a GBP 19.2m UKGC fine in 2018, and real complaints about account restrictions for successful bettors.
Why do some William Hill accounts get restricted?
A real, recurring pattern of Trustpilot complaints describes accounts being restricted to lower stakes or closed after a run of successful bets — a practice commonly called 'gubbing' among UK bettors. This is a documented industry-wide practice, not unique to William Hill, but is worth being aware of.
Who owns William Hill?
William Hill has been owned by 888 Holdings plc (formerly Evoke plc) since 2022, when 888 acquired William Hill's non-US assets from Caesars Entertainment.
What is the William Hill welcome bonus?
In the UK, William Hill offers Bet 10 GBP and get 30 GBP in free bets. In Ireland, Bet 10 EUR and get 40 EUR in free bets. In Italy, an ADM-compliant package up to 210 EUR across sports and cash bonuses is available, subject to Italian regulatory requirements.
Has William Hill been fined by regulators?
Yes — the UK Gambling Commission fined William Hill GBP 19.2 million in 2018 over failings in social responsibility and anti-money-laundering controls, one of the largest gambling fines in UK history at the time.