Best Online Slots UK 2026: Sites, Bonuses and Payouts That Hold Up
The UK online slots market is the most heavily policed in the world, and that produces a strange side effect: the gap between a good site and a poor one has almost nothing to do with the games. Nearly every licensed operator rents the same catalogue from the same dozen studios. What separates them is the unglamorous material — how quickly money leaves the account, how readable the bonus terms are, and whether the site treats a £20 deposit like a rounding error or like a customer.
The short version, before the long one. Stick to a Gambling Commission licensee. Read the wagering requirement before you read the headline number. Test a withdrawal in your first week, not your first month, because a site that pays in six hours is a different product from a site that pays in six days.
What follows is a working guide to online slots in the UK for 2026: the operators worth your attention, how their bonuses actually behave, which payment rails are fast, what the regulator has changed, and where the industry's favourite word — "free" — deserves a raised eyebrow.
The best online slots UK 2026: a ranked shortlist
Ranking casinos is a genre built on affiliate revenue, so treat every list, including this one, as an opinion with a methodology attached. Ours weights four things: licence and regulatory record, withdrawal speed on ordinary payment methods, the depth of the slot library beyond the top twenty titles, and how aggressively the terms punish casual players. Brand size counts for very little. A household name can still sit on a 48-hour pending period.
The table below is the compressed version. Everything in it reflects the typical published position of each operator; minimum deposits and welcome offers rotate constantly, so confirm the current terms on the site itself before you deposit a penny.
| Operator | Best for | Typical minimum deposit | Payout speed |
|---|---|---|---|
| Bet365 | Scale and reliability; in-house slots alongside the big studio names | £5 | Card 1–3 working days, e-wallets often same day |
| William Hill | Familiar brand with a deep, well-organised lobby | £5 | E-wallets within hours, cards 1–3 days |
| 888casino | Slot variety and exclusive titles you will not find elsewhere | £10 | E-wallets usually under 24 hours |
| LeoVegas | Mobile-first design and a genuinely fast cashier | £10 | Often under 24 hours, Trustly near-instant |
| Casumo | Gamified loyalty and a clean, modern interface | £10 | E-wallets within 24 hours |
| MrQ | Wagering-free spins and a low entry point | £10 | Usually within a few hours |
| PlayOJO | No-wagering bonuses with no maximum win cap on winnings | £10 | E-wallets and Trustly same day |
| Sky Vegas | Spin-heavy daily promotions and a slots-only focus | £5 | Cards 1–3 days, e-wallets faster |
| Grosvenor | Players who like the land-based connection and simpler lobbies | £5 | E-wallets within 24 hours |
| Unibet | Transparency; game information and RTP displayed clearly | £10 | E-wallets often same day |
Bet365 sits at the top for a boring reason: it does almost nothing badly. The slot library is broad rather than fashionable, the cashier is unremarkable in the best sense, and the licensing record is about as clean as a company of that size manages. It is not the place to chase a 500% match offer. It is the place to play if you want the transaction to be the least interesting part of your evening.
William Hill occupies similar ground with a slightly more cluttered lobby. The slots section is deep, the search and filtering work, and payouts on e-wallets are quick enough that the pending period does not become a philosophical question. For players who value muscle memory over novelty, both of these are hard to argue with.
888casino earns its place on catalogue depth. The operator has a long history of exclusive and co-developed titles, which matters once you have exhausted the obvious Megaways releases. LeoVegas takes the mobile crown; the site was built for a thumb, the cashier is one of the fastest in the UK market, and Trustly withdrawals regularly land before you have closed the tab.
Casumo remains the most coherent attempt to make a casino feel like a product rather than a wall of tiles, though the gamification is not to everyone's taste. MrQ and PlayOJO are the two most interesting entries on the list because they attack the bonus model directly: no wagering requirements, which removes the single most common source of player complaints in this industry. PlayOJO goes further and does not cap what you can win from bonus play. That combination is rare enough to be worth naming.
Sky Vegas is the slots specialist of the group, with a promotional rhythm built around regular spin drops rather than a single welcome package. Grosvenor appeals to players who came from the high street and want a lobby that does not require a tutorial. Unibet closes the list on transparency grounds: game information, return figures and mechanics are laid out where you can find them, which is not a small thing in a market where many sites bury that data three clicks deep.
How these sites were judged
No operator paid for a position, and no position was set by the size of a bonus. The scoring ran on four weighted criteria, and the weighting favours the things that affect a player after the first deposit rather than before it.
- Regulatory standing. A live Gambling Commission licence, a record free of public enforcement action, and a functioning set of safer gambling tools that are easy to locate.
- Money movement. Documented withdrawal times, the number of supported payment methods, and whether the site imposes a pending period designed to keep funds in play.
- Library quality. Studio diversity, the presence of low-volatility options, published RTP figures, and a search function that works.
- Term quality. Wagering multipliers, maximum win caps on bonus funds, expiry windows, and whether the key conditions sit above or below the fold.
The last criterion is where most affiliate rankings quietly fall apart. A 100% match up to £100 with a 35x wagering requirement attached to the bonus means £3,500 of slot turnover before a penny becomes withdrawable. At a 96% return, the expected cost of grinding that turnover is roughly £140 — more than the bonus itself. That is not a scandal, it is arithmetic, but it is arithmetic the marketing department rarely puts on the landing page.
Add the maximum win cap that usually accompanies these offers and the true value of a headline £100 can fall to a fraction of it. None of this makes bonuses worthless. It makes them coupons, and coupons should be read before they are clipped.
Is online slots gambling legal in the UK, and what changed
Yes. Online slots for real money are legal in Great Britain, provided the operator holds a licence from the Gambling Commission. The regulator covers England, Scotland and Wales; Northern Ireland runs its own regime, and players there should check the licensing details separately. Every legitimate site displays its licence number and the name of the regulator in the footer, and the Gambling Commission publishes its register of licensees so you can verify a claim in under a minute.
The list of player protections that now sits around UK slots is long, and it is worth knowing because it explains why the UK product feels different from the one offered to players elsewhere. Credit cards have been banned for gambling since 2020. Autoplay was removed in 2021, along with the loss-as-credits display that used to disguise how much a session was actually costing. Spin speed is capped, and losses must be shown in pounds and pence. Stake limits for online slots are now in force, with a £5 per spin ceiling for most adults and a lower £2 limit for players aged 18 to 24.
The direction of travel is toward earlier intervention. Financial risk checks, triggered by spending thresholds rather than applied to everyone, have been phased in for accounts showing patterns associated with harm. For the average player this shows up as an occasional request for income information. For a high-stakes player it can mean a hard conversation with a compliance team that has no commercial incentive to be generous.
What the UK regime does not do is protect you from a site operating without a licence. Offshore operators still market to British players, and the ones without a Commission licence offer no route to a UK dispute resolution service if a withdrawal is refused. The pitch is usually a bigger bonus and a looser attitude to verification. The trade is real: you are swapping a regulator for a terms and conditions page.
Free spins, welcome bonuses and the no-wagering question
Bonus structures across UK slots fall into a handful of recognisable shapes, and each one has a different economic reality behind the marketing. Sorting them properly is more useful than any top-ten list of offer sizes.
| Bonus type | What it usually involves | Where the value leaks away |
|---|---|---|
| Matched deposit | 100% or 50% of your first deposit, credited as bonus funds | Wagering of 30x to 40x, often on the bonus only, plus a maximum win cap |
| Free spins on deposit | A bundle of spins credited after a qualifying deposit | Short expiry windows and spin values as low as 10p |
| No-deposit spins | A small number of spins with no payment required | Verification requirements and caps that make the expected return tiny |
| Wagering-free spins | Spins whose winnings are withdrawable immediately | Lower headline numbers; the value is in the absence of conditions |
| Cashback and reloads | Percentage returns on losses or recurring deposit boosts | Cashback paid as bonus funds with wagering attached |
Free spins are the most oversold product in the category. A "free" spin that needs a £10 deposit, carries a 35x requirement and expires in 24 hours is not free in any useful sense of the word. It is a discount voucher with a stopwatch attached. Casinos are businesses, not charities, and nobody is distributing money out of generosity — the spin exists to move you from browsing to depositing, and the terms are written to make sure the house keeps most of what you stake.
Wagering-free offers change that equation, which is why MrQ and PlayOJO appear above operators with far larger advertised packages. A smaller number of spins with no playthrough requirement is worth more than two hundred spins locked behind a 40x condition, in the same way that £20 in cash beats £200 in tokens that evaporate after a week.
The deposit bonus deserves a note on mechanics. Most UK offers attach wagering to the bonus amount rather than to the deposit plus bonus, which sounds generous until you notice that bonus funds are typically locked and the stake contribution from slots is usually 100% while table games contribute far less or nothing. If you play anything other than slots, the effective requirement can multiply by a factor of five or ten. Read the contribution table before you accept the match.
Do any UK slot sites offer no-deposit free spins?
Some do, but the offers are small, tightly capped and usually tied to full identity verification before withdrawal. Expect a modest bundle of spins, a low value per spin and a maximum cashout that can sit as low as £20 to £50. They function as a trial rather than a bankroll.
What does no wagering actually mean?
It means winnings from the bonus land in your cash balance and can be withdrawn without a playthrough requirement. No 35x grind, no contribution tables, no expiry clock on the bonus funds. The trade is a smaller headline number, which is precisely why the model has stayed niche.
Low deposit slots: £1, £5 and £10 entry points
Minimum deposits in the UK cluster between £5 and £10, and the marketing around low-deposit play muddles two very different things. A £5 minimum deposit is not the same as a £5 spin, and a £1 deposit promotion is usually a one-off acquisition offer rather than a permanent cashier setting.
Genuine £1 deposits exist, mostly as first-deposit promotions attached to a small spin bundle. They are worth taking if the terms are clean, but they are not a sustainable way to play. A £1 balance at 20p a spin buys five spins, which is barely enough to see a game's bonus round, let alone form an opinion about it.
£5 sits at the more practical end. At 10p to 20p per spin it funds a session of a few hundred spins, which is enough for variance to do its work without the balance vanishing in ninety seconds. £10 is the standard UK entry point and the point at which most welcome offers become available, since the qualifying deposit for a matched bonus is usually £10.
Where low deposits get expensive is in the cashier's hidden rules. Some operators set a higher minimum for withdrawals than for deposits, and a few impose a fee on payouts below a threshold. Check the withdrawal minimum before you deposit the minimum. Being able to put £5 in and not take £5 out is a design flaw, not a feature.
Payments, fast withdrawals and the methods that actually work
Payment method is the single most underrated decision a player makes. The games are identical across sites; the cashier is not. Two operators running the same studio catalogue can differ by three days on a payout, and that difference is entirely down to the rails they support and the pending period they choose to impose.
| Method | Typical deposit speed | Typical withdrawal speed | Practical note |
|---|---|---|---|
| Debit card | Instant | 1–3 working days | Credit cards are banned for UK gambling; debit only |
| Trustly | Instant | Often minutes to a few hours | Open banking rails; usually the fastest route to a bank account |
| PayPal | Instant | Usually within 24 hours | Widely supported, occasionally excluded from bonus eligibility |
| Skrill and Neteller | Instant | Hours to 24 hours | Frequently excluded from welcome offers; check the terms |
| Paysafecard | Instant | Not available for payouts | A prepaid voucher, one direction only |
| Bank transfer | 1–2 days | 1–3 working days | Slow but universal; useful for large withdrawals |
Trustly has quietly become the best answer to the payout question. It uses open banking to move money directly between your bank account and the operator, which removes the card scheme from the chain and collapses a three-day wait into something closer to a coffee break. Not every UK site offers it, and the ones that do tend to be the ones that already take withdrawals seriously.
E-wallets occupy the useful middle ground, with one persistent annoyance: a large number of operators exclude Skrill and Neteller deposits from welcome offer eligibility. If a bonus is the reason you chose the site, check the excluded methods list first. The same applies to prepaid vouchers, which are deposit-only by design and cannot receive a withdrawal.
On the crypto question, the UK position is clearer than the marketing suggests. Gambling Commission licensees do not accept cryptocurrency for gambling, so any site offering Bitcoin slots is operating outside the UK licensing regime. That does not automatically make it a fraud, but it does mean there is no UK regulator to appeal to if a payout is frozen, and no requirement to display return figures or honour self-exclusion tools. For players who value recourse, the trade is rarely worth it.
Why do some withdrawals take so long?
Pending periods. Many operators hold a withdrawal for 24 to 72 hours so you can reverse it and keep playing, which is a commercial feature dressed as flexibility. Sites with fast cashiers either remove the reversal option or process payouts in batches several times a day. Ask before you deposit.
No GamStop casinos and the non-GamStop question
GamStop is the UK's national self-exclusion scheme. Register once and you are blocked from every participating operator for a chosen period, usually six months to five years. It is free, it works across brands, and the overwhelming majority of Gambling Commission licensees participate.
A minority of licensed sites do not, and they market themselves as non-GamStop casinos. The important distinction is between a UK-licensed operator that has chosen not to join the scheme and an offshore site with no UK licence at all. The first is legal but limits your protection options. The second is outside the regulatory perimeter entirely.
For most players the practical advice is straightforward: if you have ever needed a self-exclusion tool, choose a site that participates in GamStop, because the value of the scheme is that it follows you across brands rather than living on one account. If you have never needed one and are simply curious about the non-GamStop category, understand what you are giving up — a single registration that blocks you everywhere is a stronger safety net than a dozen individual account closures.
None of this is a recommendation to avoid self-exclusion. It is the opposite. The tools exist because slots are a fast, repetitive product with a house edge that compounds over time, and the players who get into trouble are usually the ones who assumed they would notice it happening.
Best slot games, RTP and the numbers that matter
Return to player is the figure that separates a sensible choice from an expensive one, and it is published for every game on a licensed UK site. The number represents the percentage of all staked money returned to players over millions of spins. It is not a promise about your session. It is a long-run average, and in a short session variance drowns it completely.
The practical consequence is easy to calculate. Five hundred spins at £1 is £500 of turnover. At 96% RTP the expected cost is £20. At 94% it is £30. Same games, same stakes, fifty percent more expensive in expectation, purely because of which version of the title the operator chose to host. Some studios publish multiple RTP configurations of the same slot, and UK rules require the site to show which one you are playing.
| Volatility | Typical behaviour | Who it suits | Session profile at £1 spins |
|---|---|---|---|
| Low | Frequent small wins, shallow swings | Players who want length of play over upside | Slow, steady drain with visible returns |
| Medium | Balanced hit rate and payout size | Most players, most of the time | Noticeable swings, recoverable dips |
| High | Rare wins, large multipliers | Players with a bankroll that can absorb dry spells | Long flat periods punctuated by spikes |
| Extreme | Jackpot-chasing mechanics, very low hit rate | Players treating it as entertainment with a lottery ticket attached | Rapid depletion, rare headline wins |
Popularity is a poor guide to quality. The most played UK slots tend to be recognisable branded titles with aggressive marketing behind them, and several of the biggest names run at a lower return than quieter releases from the same studios. Checking the RTP panel takes ten seconds and is the most useful habit a slots player can build.
Among the perennially popular categories, Megaways titles dominate the high-volatility end, classic three-reel games hold the low-volatility corner, and the mid-range is crowded with cluster-pays and expanding-symbol mechanics. None of these labels tells you whether a game is good. They tell you what kind of session you are signing up for.
Jackpot slots deserve their own warning. Progressive games fund their prizes from a small slice of every stake, which means the base game RTP is usually lower than a standard slot. You are paying a premium for a lottery ticket that most players will never cash. That is a legitimate purchase if you enjoy it, and a bad one if you think it improves your odds of a big win relative to a fixed-jackpot game.
What is a good RTP for an online slot?
Anything at or above 96% is competitive, and 97% or higher is excellent. Below 95% you are paying well over the odds for the entertainment. UK-licensed sites must publish the figure in the game information panel, so there is no excuse for guessing.
Megaways, Slingo, Monopoly and the formats worth knowing
Slot formats have multiplied to the point where the word "slot" covers several distinct products. The distinctions matter because they change how a game behaves, not just how it looks.
Megaways is a licensed mechanic, originally from Big Time Gaming, that varies the number of symbols on each reel with every spin, producing win-lines that can run into the hundreds of thousands. The result is high volatility by design: the potential is large, the hit rate is not, and the base game can feel barren between features. If you dislike long dry spells, Megaways is the wrong shelf to browse.
Progressive and network jackpots work on the opposite principle. A portion of every stake feeds a pool that grows until someone triggers it, and the games are typically lower-variance in the base game to compensate for the funding cut. The appeal is obvious and the maths is unforgiving. Treat it as a lottery with better graphics.
Slingo, from Gaming Realms, merges bingo cards with slot reels: numbers are marked off as symbols land, and completing lines triggers prizes. It is a genuinely different rhythm, closer to a scratch card than a spinning-reel game, and it has become a fixture of UK lobbies for exactly that reason. Monopoly slots take the branded route instead, wrapping familiar mechanics in a board-game skin, with the better releases using the theme to drive bonus features rather than as wallpaper.
Bingo slots occupy a hybrid space, usually combining a bingo card with slot-style reels and a community element. The big UK bingo brands — Mecca, Foxy, Buzz — all run slot lobbies alongside their bingo rooms, and the crossover games exist to move players between the two products. They are fine. They are rarely the best slot on the site, and the marketing around them is heavier than the mechanics deserve.
3D slots had a moment and then receded, largely because rendering quality stopped being a differentiator and the best 3D titles were carried by their maths rather than their polygons. Arcade-style slots and Vegas-themed classics survive because the format suits short sessions and low stakes. Mobile-first releases now dominate new output, with portrait orientation and simplified bet selectors as standard.
New online slots UK 2026 and what the release cycle looks like
New slot releases arrive at a pace that no individual player can keep up with. The practical approach is to follow studios rather than launch calendars, because a studio's design philosophy is a better predictor of whether you will enjoy a game than a promotional banner.
In the UK market, new titles typically launch first at a handful of large operators and roll out to the wider licensee base over the following weeks. That means a game advertised as "new" on one site may have been live elsewhere for a month. It also means the newest release is almost never the one with the best published return, since launch marketing rewards novelty rather than value.
Demo availability is the useful filter. Most studios release a free-play version alongside the real-money launch, and a few hundred spins in demo mode tells you more about a game's rhythm than any review. If a site does not host demo versions of its new releases, that is a small signal about how it treats players who want to test before committing.
Mobile slots and the app question
Roughly the entire UK slots market now runs on phones, and the difference between a good mobile experience and a bad one is rarely the game — it is the cashier and the lobby. A site that renders beautifully but buries the withdrawal button three menus deep is a worse mobile product than an uglier site that gets you paid in an hour.
Native apps exist but are not essential. Modern browser-based sites handle touch input, biometric login and instant play without an install, and several major operators have dropped their apps entirely in favour of progressive web experiences. The one genuine advantage of an app is push notifications for promotions, which is also its main disadvantage.
Data usage and battery drain are worth thinking about if you play on the move. Live-dealer games and heavy 3D titles are the worst offenders; Megaways and classic reels are light. Portrait-mode releases built specifically for mobile tend to be the most comfortable for long sessions.
Free play, demo slots and why they are worth using
Free slot games are not a consolation prize. Demo mode runs the same maths as the real-money version, with the same return and the same variance, minus the balance. That makes it the cheapest way to learn a game's rhythm, test a bonus round, or decide whether a Megaways title's dry spells are tolerable before you spend anything on finding out.
No-download, no-registration demo slots are widely available from studio sites and many operator lobbies. The caveat is that demo play removes the one variable that shapes real sessions: the money. Players make different decisions when a losing spin costs nothing, and a game that feels generous in demo can feel very different at £1 a spin with a £50 balance.
Free play also has a marketing function that is worth naming. Sites promote "free" slots heavily because the phrase attracts search traffic and lowers the psychological barrier to a first deposit. The games are genuinely free to play. The deposit that follows is not.
How to play slots and how to win: the honest version
Slots are not skill games. There is no strategy that changes the house edge on a given spin, no pattern in the results, and no timing trick that improves your odds. Anyone selling a system is selling something else. What you can control is the choice of game, the stake size relative to your balance, and the point at which you stop.
Game selection is the only genuine lever. A 97% RTP slot costs you roughly half as much in expectation as a 94% one over the same turnover. Low volatility buys session length; high volatility buys a shot at a large multiplier at the cost of frequent dry spells. Neither is better, but one of them will suit your temperament and bankroll better than the other.
Stake sizing follows from the maths. A common rule of thumb is to keep individual spins at around one percent of your session bankroll, which gives you roughly a hundred spins before variance has a real chance to end the session. At £1 spins with a £50 balance you are gambling on a fast outcome. At 20p spins the same balance buys a proper session with room for a feature or two.
Then there is the part most guides skip. The house edge is a certainty and the outcome of any individual session is not, so the only decision that reliably changes your result is when you walk away. Setting a loss limit and a win limit before the first spin, and treating both as binding, is the closest thing to a strategy the format allows.
Can you actually win money on online slots?
Yes, in the short term, and players do. Over time the maths is fixed in the operator's favour, which is why the industry is profitable. Treat winnings as a temporary transfer rather than income and the experience stays in the entertainment column where it belongs.
Promotions, reviews and reading the small print
Ongoing promotions matter more than welcome offers for anyone who plays regularly, and they are also where the worst terms hide. Reload bonuses, weekly cashback, tournament leaderboards and prize draws all come with conditions that determine whether the reward is real or decorative.
Three clauses do most of the damage. Maximum win caps convert a large bonus win into a modest cash payment. Game contribution tables quietly exclude everything except slots. Expiry windows measured in hours rather than weeks turn a bonus into a countdown. A promotion that scores badly on all three is a marketing asset rather than a player benefit.
Reviews deserve a similar scepticism. Most UK slot site reviews are affiliate content with a commercial relationship behind the recommendation, and the ranking often tracks the commission rate rather than the product. The useful reviews are the ones that publish withdrawal times, name the licence number and quote the actual wagering terms. The rest are brochures.
Safer gambling tools that are actually worth setting up
Deposit limits are the most useful tool in the box because they are set in advance and enforced by the operator rather than by your willpower at 1am. Most UK sites let you set daily, weekly or monthly limits, and reductions typically take effect immediately while increases require a cooling-off period. That asymmetry is deliberate and it works in your favour.
Session reminders and reality checks do less, but they cost nothing. Time-out tools lock your account for a chosen period from 24 hours upward, and self-exclusion through GamStop removes access across every participating operator in the UK for a minimum of six months. The difference between a time-out and self-exclusion is the difference between a pause and a wall, and the wall is more effective.
Outside the operator, GamCare runs a helpline and a live chat service, and both are free. None of this is decorative advice appended to a gambling article for form's sake. Slots are designed to be fast, and speed is the mechanism by which a £20 evening becomes a £200 one without a decision being made in between.
Frequently asked, briefly answered
What are the best online slots in the UK right now?
There is no single best slot, only the best fit for your bankroll and temperament. Check the published RTP first, then volatility. A 97% low-volatility title will feel very different from a 94% Megaways game, and the second one can empty a small balance in minutes.
Are UK online slots rigged?
Not at licensed operators. Games from approved studios use certified random number generators, and the Gambling Commission requires testing and RTP disclosure. The house edge is built into the maths openly. Unlicensed offshore sites sit outside that framework and offer no comparable assurance.
What is the minimum deposit for online slots in the UK?
Most licensed operators set it at £5 or £10, with occasional £1 first-deposit promotions. Check the minimum withdrawal as well, because some sites set it higher than the deposit minimum, which can leave a small balance stranded.
Can I play UK slots without joining GamStop?
Yes. GamStop is a self-exclusion scheme, not a licence requirement. Some UK-licensed operators do not participate, and they are legal. Offshore sites with no Commission licence are a different category entirely and offer no UK regulatory recourse.
How fast can I withdraw from an online slot site?
With Trustly or an e-wallet, often within hours at a well-run operator. Debit card withdrawals typically take one to three working days. The biggest variable is the pending period, which some sites use to give you a window to reverse the request.
Do free spins ever come without wagering?
Yes, at a small number of operators, most notably MrQ and PlayOJO. The spin count is lower than a standard offer, but the winnings are withdrawable immediately. For most players that trade is worth taking.
Is it better to play one slot for a long time or switch games?
Switching does not change the house edge on any individual spin. What it does change is the variance profile of your session. Staying on one high-volatility game concentrates risk; moving between a high and a low-volatility title smooths the ride without improving your expected return.
What happens if an online casino refuses to pay?
At a UK-licensed operator you can escalate to the operator's complaints procedure and then to the relevant alternative dispute resolution service. That route exists because of the licence. Offshore sites have no equivalent, which is the practical cost of playing outside the regulated market.
The UK slots market in 2026 is safer, slower and more transparent than it was a decade ago, and considerably less generous with bonuses as a result. That is a fair trade. Choose a licensed site, read the terms before the headline, test the cashier early, and treat the word "free" the way you would treat it in any other advertisement — as a description of the bait rather than the meal.