William Hill advert connected wagering to sexual success

15 May 2019

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

The ad for William Hill, which was sent out as a message to users, read: "Stuck in the pal 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) said it must not appear again in its current type.

It said that, according to advertising guidelines, gambling ads must not link betting to "seduction, sexual success or boosted attractiveness".

"We considered that the text ... recommended that those who bet would be most likely to develop a friendship into a sexual relationship and for that reason connected betting with sexual success," it stated.

William Hill at first safeguarded the yohaig code March advert after a consumer complained.

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

It stated it was not its intention to link gambling to sexual success.

However, upon reflection it concurred the advertisement could 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 circulation."

Tinder on the other hand said it had actually examined the advertisement before releasing it, discovering it was not socially careless, offending or targeting minors.

'Speechless'

Campaigners have actually been requiring harder regulation of betting 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 betting companies are now operating under a 'don't get caught' mindset.

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

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