William Hill advert linked betting to sexual success

15 May 2019

An advert for a betting firm seen on the dating app Tinder has been prohibited for connecting betting to sexual success.

The advertisement for William Hill, which was sent out as a message to users, read: "Stuck in the friend zone? You won't be for a lot longer if you use this promotion code Cheltenham [horse racing] complimentary bet deal."

It was followed by a link to download the William Hill app.

But the yohaig code Advertising Standards Authority (ASA) said it should not appear once again in its present form.

It said that, according to advertising rules, gambling advertisements need to not link wagering to "seduction, sexual success or enhanced appearance".

"We thought about that the text ... recommended that those who bet would be more most likely to develop a friendship into a sexual relationship and therefore connected gambling with sexual success," it stated.

William Hill initially safeguarded the March advert after a customer complained.

The firm stated consumers who registered 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 said it was not its intention to connect gambling to sexual success.

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

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

Tinder on the other hand said it had actually reviewed the advertisement before releasing it, discovering it was not socially reckless, offending or targeting minors.

'Speechless'

Campaigners have been requiring tougher regulation of gambling advertising.

One, the Bishop of St Albans, Dr Alan Smith, said he was "left speechless" by ads like William Hill's.

"the yohaig code gambling industry's technique 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' mentality.

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

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