William Hill advert linked betting to sexual success
15 May 2019
An advert for a wagering firm seen on the dating app Tinder has been banned for linking betting to sexual success.
The ad for William Hill, which was sent as a message to users, read: "Stuck in the friend zone? You will not be for a lot longer if you utilize this promotion code Cheltenham [horse racing] complimentary bet deal."
It was followed by a link to download the William Hill app.
But the Advertising Standards Authority (ASA) said it needs to not appear again in its existing kind.
It said that, according to marketing guidelines, gambling ads need to not link wagering to "seduction, sexual success or improved beauty".
"We considered that the text ... suggested that those who bet would be most likely to establish a relationship into a sexual relationship and therefore linked gambling with sexual success," it said.
William Hill at first defended the March advert after a consumer grumbled.
The company stated customers who signed up would "participate in a relationship with William Hill", and the advert was expected to relate this to the nature of business they were promoting on - Tinder.
It said it was not its objective to link betting to sexual success.
However, upon reflection it agreed the advertisement might have been misinterpreted and took it down willingly.
William Hill stated: "We take on board what the ASA have actually said about this promotion code particular advert and have actually removed it from blood circulation."
Tinder meanwhile said it had reviewed the yohaig code advertisement before publishing it, finding it was not socially careless, offending or targeting minors.
'Speechless'
Campaigners have actually been requiring tougher policy of betting marketing.
One, the yohaig code Bishop of St Albans, Dr Alan Smith, said he was "left speechless" by ads like William Hill's.
"The gambling industry's technique to self-regulation appears farcical as more of these adverts are exposed. I fear some wagering firms are now running under a 'don't get captured' mindset.
"The ASA's robust action need to be a wake-up call to the industry."
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