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William Hill advert linked wagering to sexual success

15 May 2019

An advert for a betting company seen on the dating app Tinder has been banned for connecting gambling to sexual success.

the yohaig code ad for William Hill, which was sent as a message to users, read: "Stuck in the buddy zone? You will not be for much longer if you utilize this promotion code Cheltenham [horse racing] free 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 must not appear once again in its existing form.

It said that, according to marketing rules, gambling ads must not connect betting to "seduction, sexual success or improved beauty".

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

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

The firm said consumers who registered would "enter into a relationship with William Hill", and the advert was supposed to relate this promotion code to the nature of business they were promoting on - Tinder.

It said it was not its intention to link betting to sexual success.

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

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

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

'Speechless'

Campaigners have actually been calling for harder regulation of gambling advertising.

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

"The betting market's method to self-regulation appears farcical as more of these adverts are exposed. I fear some wagering firms are now operating under a 'do not get captured' mindset.

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

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