William Hill advert connected wagering to sexual success

15 May 2019

An advert for a betting company seen on the dating app Tinder has actually been prohibited for linking gambling to sexual success.

The advertisement for William Hill, which was sent 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 current type.

It stated that, according to advertising guidelines, gambling advertisements should not link wagering to "seduction, sexual success or boosted appearance".

"We considered that the text ... suggested that those who bet would be more likely to develop a relationship into a sexual relationship and therefore linked betting with sexual success," it said.

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

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

It stated it was not its intent to connect betting to sexual success.

However, upon reflection it agreed the ad might have been misinterpreted and took it down willingly.

William Hill stated: "We take on board what the ASA have stated about this specific advert and have actually removed it from blood circulation."

Tinder on the other hand stated it had actually examined the advertisement before publishing it, finding it was not socially irresponsible, offensive or targeting minors.

'Speechless'

Campaigners have actually been requiring tougher policy 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 industry's technique 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 caught' mentality.

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

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