William Hill advert linked 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 out as a message to users, read: "Stuck in the friend zone? You will not be for a lot longer if you utilize this promotion code Cheltenham [horse racing] totally free bet deal."

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

But the Advertising Standards Authority (ASA) stated it should not appear again in its present form.

It said that, according to marketing guidelines, betting ads need to not link wagering to "seduction, sexual success or improved beauty".

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

William Hill at first protected the March advert after a client complained.

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

It said it was not its intention to link betting to sexual success.

However, upon reflection it concurred the advertisement might have been misinterpreted and took it down voluntarily.

William Hill stated: "We take on board what the ASA have stated about this promotion code particular advert and have removed it from blood circulation."

Tinder meanwhile said it had actually examined the advertisement before publishing it, discovering it was not socially irresponsible, offensive or targeting minors.

'Speechless'

Campaigners have actually been calling for tougher guideline of betting advertising.

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

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

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

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