Standing its ground on the legality of its in-play betting app, William Hill has launched an online campaign promoting the controversial product.

William hill unveiled a new online-only advertisement for its Click to Call feature, now rebranded as “In-Play”, on Wednesday.

The 30-second “Own the Moment” campaign, appears to mock Tabcorp’s advertising, opening with a similar scene. The ad also said the feature was “so easy, a competitor even made a complaint about it.”

In agreement with TV stations, the ad will go mainstream once the Australian Federal Police (AFP) confirmed its legality.