william-hill-advert-linked-betting-to-sexual-success

1 William Hill Advert Linked Betting to Sexual Success

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William Hill advert linked betting to sexual success
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15 May 2019
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An advert for a betting company seen on the dating app Tinder has actually been prohibited for linking betting to sexual success.

The advertisement 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 use this Cheltenham [horse racing] free 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 current type.

It said that, according to marketing guidelines, gambling ads need to not connect betting to "seduction, sexual success or enhanced attractiveness".

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

William Hill at first defended the March advert after a client complained.
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The company stated customers who signed up would "participate in a relationship with William Hill", and the advert was supposed to relate this promotion code to the nature of the company they were marketing on - Tinder.

It stated it was not its intention to link gambling to sexual success.

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

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

Tinder on the yohaig code other hand stated it had evaluated the advertisement before it, discovering it was not socially reckless, offending or targeting minors.

'Speechless'

Campaigners have been calling for harder regulation of betting advertising.

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

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

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