William Hill advert linked wagering to sexual success
15 May 2019
An advert for a betting company 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 good friend zone? You will not be for a lot longer if you use this 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 needs to not appear once again in its existing form.
It stated that, according to advertising rules, betting ads should not connect wagering to "seduction, sexual success or improved appearance".
"We thought about that the text ... suggested that those who bet would be more likely to develop a friendship into a sexual relationship and for that reason linked betting with sexual success," it said.
William Hill initially defended the yohaig code March advert after a consumer grumbled.
The firm said clients who signed up would "get in into a relationship with William Hill", and the advert was expected to relate this promotion code to the nature of business they were marketing on - Tinder.
It stated it was not its intention to connect betting 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 stated about this specific advert and have actually removed it from circulation."
Tinder on the other hand stated it had actually examined the ad before releasing it, finding it was not socially careless, offending or targeting minors.
'Speechless'
Campaigners have been calling for tougher regulation of gambling marketing.
One, the Bishop of St Albans, Dr Alan Smith, stated he was "left speechless" by ads like William Hill's.
"The betting industry's method to self-regulation appears farcical as more of these adverts are exposed. I fear some wagering companies are now running under a 'do not get caught' mindset.
"The ASA's robust action must be a wake-up call to the market."
'Gambling ads will hush cautions'
21 February 2019
Labour looks for restriction on betting advertisements during events
20 September 2018
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