William Hill advert connected betting to sexual success
15 May 2019
An advert for a wagering 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 buddy 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 once again in its present type.
It said that, according to advertising rules, betting advertisements must not connect wagering to "seduction, sexual success or improved appearance".
"We thought about that the text ... recommended that those who bet would be more likely to develop a friendship into a sexual relationship and therefore connected gaming with sexual success," it said.
William Hill initially defended the March advert after a customer grumbled.
The company 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 advertising on - Tinder.
It stated it was not its objective to connect betting to sexual success.
However, upon reflection it agreed the ad might have been misinterpreted and took it down voluntarily.
William Hill said: "We take on board what the ASA have stated about this promotion code specific advert and have eliminated it from blood circulation."
Tinder on the other hand said it had reviewed the advertisement before publishing it, discovering it was not socially irresponsible, offensive or targeting minors.
'Speechless'
Campaigners have been calling for tougher regulation of betting marketing.
One, the yohaig code Bishop of St Albans, Dr Alan Smith, stated he was "left speechless" by advertisements like William Hill's.
"The betting industry's approach to self-regulation appears farcical as more of these adverts are exposed. I fear some wagering firms are now operating under a 'don't get captured' mindset.
"The ASA's robust action should be a wake-up call to the market."
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