William Hill advert connected betting to sexual success

15 May 2019

An advert for a wagering firm seen on the dating app Tinder has actually been banned for connecting betting to sexual success.

The ad for William Hill, which was sent out as a message to users, read: "Stuck in the buddy zone? You will not be for a lot longer if you use this promotion code Cheltenham [horse racing] free bet deal."

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

But the Advertising Standards Authority (ASA) said it needs to not appear again in its present kind.

It said that, according to marketing rules, betting ads must not link betting to "seduction, sexual success or enhanced beauty".

"We thought about that the yohaig code text ... recommended that those who bet would be most likely to develop a friendship into a sexual relationship and for that reason connected gambling with sexual success," it said.

William Hill initially defended the March advert after a client complained.

The company stated consumers who signed up would "get in into a relationship with William Hill", and the advert was supposed to relate this promotion code to the nature of the service they were marketing on - Tinder.

It stated it was not its intention to connect betting to sexual success.

However, upon reflection it agreed the ad could have been misinterpreted and took it down voluntarily.

William Hill said: "We take on board what the yohaig code ASA have actually stated about this promotion code specific advert and have eliminated it from circulation."

Tinder meanwhile stated it had actually reviewed the ad before releasing it, discovering it was not socially careless, offending or targeting minors.

'Speechless'

Campaigners have actually been requiring harder policy of gambling advertising.

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

"The gaming market's approach to self-regulation appears farcical as more of these adverts are exposed. I fear some wagering companies are now running under a 'don't get captured' mentality.

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

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