William Hill Privacy Notice - UK, Ireland and ROW – William Hill Support

Date updated: 27 Jul 2026

Version number: 22.0

PURPOSE OF THIS PRIVACY NOTICE

This Privacy Notice sets out the ways we collect and use your personal data when using any of our online Services.

The data controller of your personal data depends on where you are located, as follows:

if you are located in Great Britain, the data controller is: WHG (International) Limited 6/1 Waterport Place, Gibraltar, with company number: 99191 (“WHG(I)”);
if you are located outside either Great Britain or the Republic of Ireland, the data controller is: William Hill Global PLC, Level 8, Tagliaferro Business Centre, 14 High Street, Sliema SLM 1549, Malta, with company number: C 96298 (“WHG”);
if you are located in the Republic of Ireland, the data controller is: WH Ireland Limited, 601/701 Europort, Europort Road, Gibraltar, GX11 1AA, with company number 126471 (‘WHI’);

WHG(I), WHI and WHG are referred to as “we” “us” or “our” in this Privacy Notice.

This Privacy Notice is linked to our General Terms, as applicable to you. You should read and understand both documents. We update this Privacy Notice as and when our processes change.

Please note that William Hill is a Participating Operator in GamProtect, the Single Customer View, trial in the UK. GamProtect is a project to ensure that people who display high-risk behaviours are protected from gambling related harm to their health. The legal basis for sharing your personal data with GamProtect is our legitimate interests.

You can find out more about how your data is used in the Single Customer View by visiting www.gamprotect.co.uk/privacy.

CATEGORIES OF PERSONAL DATA

We collect the following information when you register an account with us:

Username & Account Number
Name
Title
Gender
Date of birth (DOB)
Telephone numbers
Home address
Geolocation
Answers to security questions
Your marketing preferences
E-mail address

You are required to provide this information in order to register and maintain an account with us.

We collect this information when you use our products:

Betting and gaming activities.
Customer services interactions.
Where chatrooms are provided, we process information that you share in these spaces.
Telephone calls.
Audit logs relating to your account.
Payment methods.
Market research responses.

We collect some or all of this information to comply with our legal obligations where we are required to, or for fraud detection or other legitimate interests:

Information required to complete Know Your Customer (“KYC”) checks.
Information about your source of funds.
Information about safer gambling including but not limited to behaviour, self-exclusion, operator exclusion, deposit limits and product blocks.
Information about your deposits and withdrawals.
Information required to comply with our safer gambling and Anti-Money Laundering (“AML”) obligations.
Source of funds documents.
Financial information.
Information received from Credit Reference Agencies that does not affect your credit score.
Social media information.
Device and other technical information such as IP address communicated over the internet to our services.
Information collected from publicly available sources.
Information from other brands within our group.
Information collected from third parties such as for affordability solutions and ID verification, betting integrity and mediation organisations or friends and family where they contact us.

It is your responsibility to inform us when your details change so that we can keep our records accurate and up-to-date. Some of the listed information is obtained through third-party organisations that provide services to the business.

To find out the source of any of the data we process, please contact us on the details provided below.

PROCESSING YOUR PERSONAL DATA

Generally, we process your personal data to provide our product to you, conduct marketing and comply with our legal and regulatory obligations.

More information about how we use your personal data is provided in the below table:

PURPOSE	LEGAL BASIS
To set up and use your account with us, including topping up funds, placing bets, and playing games.	Necessary for the performance of a contract.
Providing you with our betting and gaming products and services.	Necessary for the performance of a contract.
Monitoring deposit, spend or loss limits and any other limit we offer.	Necessary to comply with a legal obligation.
Providing customer support.	Necessary for the performance of a contract.
Linking multiple accounts for AML and RG purposes.	Necessary to comply with a legal obligation.
Verifying the accuracy of the data you have provided.	Necessary to comply with a legal obligation.
Conducting anti-money laundering (AML) checks.	Necessary to comply with a legal obligation.
Conducting identity and Know Your Customer (“KYC”) checks.	Necessary to comply with a legal obligation.
Sharing data for KYC checks to help customers pass verification across the Evoke group.	Legitimate interests of helping customers pass KYC checks.
Conducting fraud checks.	Legitimate interest of protecting the business from fraudulent activity.
Monitoring behavioral indicators of risk of suffering gambling related harm and taking any necessary actions to prevent harm.	Necessary to comply with a legal obligation.
Conducting financial risk checks including affordability assessments.	Necessary to comply with a legal obligation.
Monitoring activities to analyse and conduct investigations into proceeds of crime.	Necessary to comply with a legal obligation.
Sharing information with authorities such as law enforcement or regulators.	Necessary to comply with a legal obligation.
Monitoring betting and gaming patterns to identify potential issues related to safer gambling.	Necessary to comply with a legal obligation.
To compile and analyse reports on the use of our products and services.	Legitimate interest of ensuring our products and services are delivered to a high standard.
To contact you for research purposes so that we can better understand our services and how they are perceived by our customers.	Legitimate interest of understanding our customers and collating their feedback.
Using aggregated statistics about gambling activity to manage our risk.	Legitimate interest for running our betting and gaming business.
Communicating to you about the services we are providing to you, including changes to our Services, changes to our Terms and Conditions, and changes to this Privacy Notice.	Necessary for the performance of a contract; or Legitimate interests in communicating important service information to you; or, Necessary to comply with a legal obligation. The appropriate legal basis will depend on the nature of the communication.
Prevention or detection of a criminal offence.	Necessary to comply with a legal obligation.
To process outcomes of safer gambling activities such as self-exclusion, deposit limits and time-outs and to share this information with companies within our group of companies.	Necessary to comply with a legal obligation.
Bonus reward scheme	Necessary for the performance of a contract.
Conducting, recording and listening to telephone conversations.	Legitimate interest of providing a telephone contact.
Displaying masked usernames on game leader boards.	Legitimate interest of operating gaming leader boards.
Processing health data that is provided in regard to responsible gambling interactions.	Necessary to comply with a legal obligation.
Using customer data for testing new product features and toolsets.	Legitimate interest of testing new products and toolsets.
Using personal data for testing and development of new processes and systems.	Legitimate interest of ensuring optimal system and process performance.
Managing access to our products	Legitimate interest to ensure legitimate business traffic reaches our site.
Using your data to carry out paid advertising campaigns on social media. Social media companies provide a service where organisations can share hashed customer information to match with the personal information that they hold to display advertisements to people on their platform and we utilise this service. You can set your social media data sharing preferences in your account settings or by contacting customer services. Please refer to the privacy notices of the social networking platforms you use for further information on the advertising services they provide.	Legitimate interest of marketing our brands on social media platforms.
To send you marketing messages regarding promotions, products or services that may be of interest to you.	Consent You can update your marketing preferences and also opt-out at any time via Preferences tab located within the Balance Icon menu. We will also include unsubscribe features in our communications which you can utilise to opt-out of future marketing communications. Opting out of receiving can take up to 28 days to take effect. If you opt-out of marketing on one brand this does not affect your preferences on any other brands within our Group.
To collect and analyse data collected through "cookies" and similar technologies. Please refer to our Cookie Policy.	Consent. You can withdraw your consent through the settings on your device and browser.
Using your data to provide you with a personalised use of our Services so that we can provide you and other players with a better service.	Legitimate interest of providing relevant content to customers.
Analysing your data to create a profile so that we can better understand your preferences and determine which products and offers are best suited for you and similar customers.	Legitimate interests of understanding our customers and promoting relevant materials.
When you download our mobile application, you have the option to receive notifications.	Consent. Preferences can be set on your device.

For further information regarding the type of marketing we do, and the personal data we use to market to you, please see our MARKETING PAGE.

When you give us information about any health issue related to yourself or any third party, we will process this information with your consent, when it is in the vital interest or you or the third party or on the grounds of substantial public interest.

Where we are processing your personal data for under the legal basis of “legitimate interest”, you can request further information relating to our use of this legal basis including information on the balancing test by contacting us on the details provided within this privacy notice.

We disclose anonymized data (such as aggregated statistics) about the users of our Services in order to describe our sales, customers, traffic patterns and other information to prospective partners, advertisers, investors and other reputable third parties and for other lawful purposes, but these statistics will not contain your personal data.

We share your personal data with is TransUnion who provide us with both verification and affordability services. As part of our financial risk checks, we use the TransUnion Affordability Solution to perform an affordability assessment of our customers. In order to provide their Affordability Solution, TransUnion process publicly available data such as insolvency, bankruptcy events or court judgments entered against you. The assessments and processing of your personal data are in line with the purposes listed above.

TransUnion use your data for the purposes outlined in their privacy notice which you can find here:

We may also use services from other credit reference agencies including:

We are a participating operator in the Gambling Commission's Regular Feed of Operator Core Data (ROCD) pilot. For information about the pilot please see: https://www.gamblingcommission.gov.uk/about-us/guide/page/regular-feed-of-operator-core-data-rocd-pilot-project

TRANSFERRING YOUR PERSONAL DATA ABROAD

We transfer personal data with organisations located inside and outside of the UK & European Economic Area (EEA) as part of our service provision and do so in accordance with the stated purposes, above.
Where personal data is transferred outside of the UK or EEA to a country without an adequacy decision, we will use standard contractual clauses or any other approved methods to guarantee your data's protection at the level required in the EEA. These protections can be made available upon request.

SAFEGUARDING YOUR DATA

1. Technical security measures

We adopt security measures to protect personal data.

2. Data Protection Impact Assessments (DPIAs)

We conduct DPIAs where necessary to identify and mitigate privacy risks associated with our data processing activities, outlined above.
This helps to ensure the safety and security of your personal data in line with data protection regulations.

3. Industry guidelines

Where appropriate we adhere to applicable industry-specific guidelines to maintain standards of data protection.
These codes of conduct can provide additional safeguards to protect your data.

4. Data Protection by Design and Default

We integrate Data Protection by Design and Default principles into our data processing practices.
This means that we prioritise data protection throughout the entire lifecycle of our data handling, from account creation to account closure and beyond, ensuring that your data is consistently safeguarded.

5. Legitimate Interest Assessments

Where we process personal data under the legal basis of ‘Legitimate interest’ we balance our interests with yours.
You can find out more information on our balancing tests by contacting us through the details on this notice.

YOUR RIGHTS

Right to information	You have the right be informed about how we use your personal data. The personal data that we process about you is provided within this notice.
The right of access	You have the right to ask us for a copy of the personal information we hold about you.
The right to rectification	You have the right to ask us to rectify personal information you think is inaccurate or incomplete.
The right to erasure	You have the right to ask us to erase your personal information in certain circumstances.
The right to restriction of processing	You have the right to ask us to restrict the processing of your personal information in certain circumstances.
The right to object to processing	You have the right to object to our processing of your personal information in certain circumstances.
The right to data portability	You have the right to ask that we transfer the personal information you gave us to another organisation, or to you, in certain circumstances.
The right to remove your consent	Where our processing of your personal data is based on your consent, you have the right to remove your consent, at any time, for example where you have provided consent to receive marketing.
The right to lodge a complaint with the supervisory authority	You have the right to lodge a complaint with the supervisory authority.
The right not to be subject solely automated decision making and profiling that creates legal or similarly significant affects	You have the right not to be subject solely automated decision making and profiling that creates legal or similarly significant affects and an explanation of any logic involved in these automated decisions. You can request a person looks over any solely automated decisions that produce a legal or similar affects via customer services.

Data subject rights, while generally upheld, are not always absolute and may be subject to limitations or exceptions in specific circumstances.

Example: Data protection regulations can contain exemptions for complying in full with the rights listed above.

USE OF ARTIFICIAL INTELLIGENCE

We may use artificial intelligence (AI) technologies to enhance our services and ensure a safe, fair, and responsible gaming environment, for example, for fraud detection and customer support.
Some of these AI technologies are developed in-house and others are provided by third-party suppliers.
AI systems can involve the processing of personal data, but this is not always the case.
Your rights as a data subject (as set out in this Privacy Notice) apply equally to any personal data within an AI system.

RETAINING YOUR PERSONAL DATA

We will only retain your personal data for as long as necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, accounting, or reporting requirements that we have as a business.
The retention period starts from the date of account closure or prolonged account in-activity such as last log-in date.
The general retention period for customer data is set out below:

LOCATION OF CUSTOMER	RETENTION PERIOD (YEARS)
UK	7
Ireland	7
Rest of world	10

We reserve the right to retain data for longer than the prescribed period for our business needs or to comply with our legal and regulatory obligations.
These obligations may require us to retain your personal data for an extended period, which may be up to a lifetime (99 years).
These circumstances can include (but are not limited to):
- If the account is under a self-exclusion of similar safer gambling
- If the account is under a review by AML or fraud teams
- If the account is restricted as a result of betting and gaming restrictions set by our trading team
- If the account is under a Refusal of Service status

CONTACTING US

You can contact our Data Protection Officer for any requests by e-mail at dataprotection@williamhill.com.
If you wish to exercise any of your rights, you do not need to contact the Data Protection Officer directly, but can address your request to our Customer Service, who can also help you.

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