William Hill advert connected wagering to sexual success
15 May 2019
An advert for a wagering company seen on the dating app Tinder has been banned for connecting gambling to sexual success.
The ad for William Hill, which was sent out as a message to users, read: "Stuck in the buddy zone? You won't be for much longer if you utilize this Cheltenham [horse racing] complimentary bet bet9ja's welcome offer."
It was followed by a link to download the William Hill app.
But the yohaig code Advertising Standards Authority (ASA) stated it should not appear again in its current type.
It said that, according to advertising rules, gambling advertisements should not link betting to "seduction, sexual success or improved attractiveness".
"We considered that the text ... suggested that those who bet would be most likely to develop a relationship into a sexual relationship and therefore linked betting with sexual success," it said.
William Hill at first safeguarded the March advert after a customer grumbled.
The company said customers who signed up would "enter into a relationship with William Hill", and the yohaig code advert was supposed to relate this promotion code to the nature of the organization they were marketing on - Tinder.
It said it was not its intention to link gambling to sexual success.
However, upon reflection it concurred the yohaig code ad could have been misinterpreted and took it down voluntarily.
William Hill said: "We take on board what the ASA have said about this particular advert and have eliminated it from flow."
Tinder meanwhile stated it had reviewed the ad before releasing it, finding it was not socially irresponsible, offending or targeting minors.
'Speechless'
Campaigners have actually been calling for tougher regulation of betting marketing.
One, the Bishop of St Albans, Dr Alan Smith, said he was "left speechless" by ads like William Hill's.
"The gambling market's technique to self-regulation appears farcical as more of these adverts are exposed. I fear some betting firms are now running under a 'don't get caught' mentality.
"The ASA's robust action should be a wake-up call to the market."
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