William Hill advert linked wagering to sexual success
15 May 2019
An advert for a wagering firm seen on the dating app Tinder has been prohibited for connecting betting to sexual success.
The ad for William Hill, which was sent as a message to users, read: "Stuck in the good friend zone? You will not be for a lot longer if you use this 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 should not appear again in its current form.
It stated that, according to advertising guidelines, betting ads must not link betting to "seduction, sexual success or improved beauty".
"We considered that the text ... suggested that those who gambled would be most likely to develop a friendship into a sexual relationship and for that reason linked gaming with sexual success," it stated.
William Hill initially safeguarded the March advert after a client grumbled.
The firm stated clients who registered would "enter into a relationship with William Hill", and the advert was supposed to relate this promotion code to the nature of the organization they were marketing on - Tinder.
It said it was not its intention to connect betting to sexual success.
However, upon reflection it concurred the yohaig code ad might have been misinterpreted and took it down voluntarily.
William Hill said: "We take on board what the ASA have actually said about this specific advert and have actually eliminated it from blood circulation."
Tinder on the other hand stated it had actually evaluated the advertisement before releasing it, discovering it was not socially careless, offending or targeting minors.
'Speechless'
Campaigners have been requiring harder policy of gambling marketing.
One, the Bishop of St Albans, Dr Alan Smith, said he was "left speechless" by advertisements 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 operating under a 'do not get captured' mentality.
"The ASA's robust action ought to be a wake-up call to the yohaig code industry."
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