William Hill advert connected betting to sexual success

15 May 2019

An advert for a wagering company seen on the dating app Tinder has actually been prohibited for connecting gambling to sexual success.

The ad for William Hill, which was sent as a message to users, read: "Stuck in the friend zone? You won't be for a lot longer if you use this promotion code Cheltenham [horse racing] complimentary bet offer."

It was followed by a link to download the William Hill app.

But the Advertising Standards Authority (ASA) stated it must not appear once again in its existing kind.

It stated that, according to marketing rules, betting ads should not link wagering to "seduction, sexual success or enhanced attractiveness".

"We considered that the text ... suggested that those who gambled would be most likely to develop a relationship into a sexual relationship and therefore connected gambling with sexual success," it stated.

William Hill initially safeguarded the March advert after a customer grumbled.

The firm said clients who registered would "participate in a relationship with William Hill", and the advert was supposed to relate this promotion code to the nature of the business they were promoting on - Tinder.

It said it was not its intent to connect gambling to sexual success.

However, upon reflection it agreed the advertisement might have been misinterpreted and took it down willingly.

William Hill said: "We take on board what the ASA have said about this promotion code particular advert and have eliminated it from flow."

Tinder on the other hand said it had examined the ad before releasing it, finding it was not socially irresponsible, offensive or targeting minors.

'Speechless'

Campaigners have actually been requiring harder guideline of betting advertising.

One, the Bishop of St Albans, Dr Alan Smith, said he was "left speechless" by advertisements like William Hill's.

"The gaming industry's approach to self-regulation appears farcical as more of these adverts are exposed. I fear some betting firms are now running under a 'don't get caught' mentality.

"The ASA's robust action need to be a wake-up call to the yohaig code market."

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