William Hill Betting Shops Get High Marks for Passing Underage Verification Tests

William Hill’s retail betting offices have been tested for actual underage verification practices by Serve Legal, a provider of independent test purchases for retailers and operators whose business are covered by age-related legislations. The results of which furnished a new leading level of performance in terms of ID verification practices in UK’s gambling market.

Serve Legal explained that they had deployed teenagers as red herrings to carry out surreptitiously, the ID verification tests in every William Hill UK betting shop. The results indicated that of the visits made at the Todmorden outlets, and at the Leyton, Leytonstone, Walthamstow, and Woodford Green betting shops, 95.4 percent and 92.9 percent respectively, confronted undercover teenagers aged 18 to 19 with identity verification requirements.

William Hills East London shops had 141 visits in all, while the total number of Serve Legal teenagers who were challenged for proof of age and identification was placed at 86 percent, on a national level.  The Commercial Manager of Serve Legal London office, Matt Eastwood, remarked that on a nationwide scale, the level of performance shown by the retail betting offices of William Hill is now at par with the level usually demonstrated by supermarkets and convenience stores. The latter sector has the highest performance level, as far as facing the audits conducted by industry standard watchdogs and police authorities, is concerned.

Mr. Eastwood commented, “The bookmaking sector has raised the bar significantly,” showing improved results for ID verification rates during the past five years; coming from 50 percent back in 2009 to the present mid-80 percent.

Andrew Lyman, William Hill representative expressed delight over the latest results on behalf of the company, and conveyed a vow not to sit back and simply rest on their laurels. He lauded the staff of the Leyton, Leytonstone, Walthamstow, Todmorden, and Woodford Green betting offices for doing “a very effective job in identifying possible underage visitors to our shops.” Their positive contribution made it possible for William Hill to attain an overall challenge rate that is now equal to those of other sectors compelled to observe and maintain age-restriction laws, such as supermarkets and convenience stores.

Mr. Lyman explained that William Hill has instituted a “Think 21” policy, which entails asking individuals to present a valid photo-bearing ID in proving their age, if a person appears to be one who is 21 or younger based on their objective view. “The goal of the “Think 21” policy is to instill among retail betting staff, the need to challenge any young customer entering a W. Hill betting shop.

He also mentioned that many of the great people working at the Todmorden retail offices have expressed sentiments about the betting industry “being kicked around as a political football.” They feel that it is about time that regulated community betting shops are recognised for their social merit, considering that if the betting industry is to be assessed with impartiality, it has risen to the challenge posed by the diminished public sector that has been traditionally supporting them in their regulated role.

Mr. Lyman pointed out that although some smaller gambling operators still have to meet the passing age verification test rates, which tend to give rise to ill-informed discussion about the underage gambling issue, the major betting operators continue to show rapid and increasing success in that aspect and are now giving pointers about best practices. He cited the Association of British Bookmakers, which recently facilitated education and testing for independent members.