William Hill advert connected wagering to sexual success

15 May 2019

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

The advertisement for William Hill, which was sent as a message to users, read: "Stuck in the friend zone? You won't be for much longer if you use 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 needs to not appear once again in its current type.

It stated that, according to advertising guidelines, gambling advertisements must not link betting to "seduction, sexual success or enhanced appearance".

"We considered that the text ... suggested that those who bet would be most likely to develop a relationship into a sexual relationship and therefore linked gaming with sexual success," it said.

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

The firm stated customers who signed up would "enter into a relationship with William Hill", and the advert was expected to relate this to the nature of business they were advertising on - Tinder.

It stated it was not its objective to connect gambling to sexual success.

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

William Hill stated: "We take on board what the ASA have stated about this particular advert and have actually eliminated it from circulation."

Tinder meanwhile said it had reviewed the ad before publishing it, finding it was not socially reckless, offending or targeting minors.

'Speechless'

Campaigners have actually been calling for harder policy of gambling marketing.

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

"The gambling market's approach 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 captured' mentality.

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

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