William Hill advert connected 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 betting to sexual success.

The advertisement for William Hill, which was sent out as a message to users, read: "Stuck in the good friend zone? You won't be for a lot longer if you utilize this promotion code Cheltenham [horse racing] complimentary bet bet9ja's welcome offer."

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

But the Advertising Standards Authority (ASA) said it should not appear once again in its existing type.

It said that, according to marketing guidelines, betting ads must not connect betting to "seduction, sexual success or enhanced attractiveness".

"We considered that the text ... suggested that those who gambled would be most likely to develop a relationship into a sexual relationship and for that reason connected gaming with sexual success," it said.

William Hill initially defended the March advert after a consumer grumbled.

The firm stated clients who registered would "get in into 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 objective to connect betting to sexual success.

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

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

Tinder on the other hand stated it had evaluated the ad before releasing it, finding it was not socially irresponsible, offending or targeting minors.

'Speechless'

Campaigners have actually been requiring harder policy of gambling advertising.

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

"The betting industry's technique 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 must be a wake-up call to the industry."

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