William Hill advert connected betting to sexual success
15 May 2019
An advert for a betting firm seen on the yohaig code dating app Tinder has been prohibited for connecting betting to sexual success.
The ad for William Hill, which was sent as a message to users, read: "Stuck in the friend zone? You won't be for much longer if you use this 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) stated it should not appear once again in its present form.
It said that, according to marketing guidelines, gambling ads should not connect betting to "seduction, sexual success or improved beauty".
"We thought about that the text ... recommended that those who gambled would be more most likely to develop a relationship into a sexual relationship and for that reason connected gaming with sexual success," it stated.
William Hill at first defended the yohaig code March advert after a client complained.
The company said customers who registered would "get in into a relationship with William Hill", and the yohaig code advert was supposed to relate this to the nature of business they were advertising on - Tinder.
It said it was not its objective to link betting to sexual success.
However, upon reflection it agreed the ad could have been misinterpreted and took it down willingly.
William Hill said: "We take on board what the ASA have actually said about this promotion code specific advert and have eliminated it from flow."
Tinder on the other hand stated it had examined the advertisement before releasing it, finding it was not socially irresponsible, offending or targeting minors.
'Speechless'
Campaigners have actually been requiring harder regulation of gambling advertising.
One, the Bishop of St Albans, Dr Alan Smith, said he was "left speechless" by advertisements like William Hill's.
"The betting industry's method to self-regulation appears farcical as more of these adverts are exposed. I fear some betting companies are now operating under a 'do not get caught' mentality.
"The ASA's robust action ought to be a wake-up call to the market."
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