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 gambling to sexual success.

The ad for William Hill, which was sent as a message to users, read: "Stuck in the pal zone? You won't be for much longer if you use this Cheltenham [horse racing] totally free bet offer."

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

But the Advertising Standards Authority (ASA) said it must not appear again in its present type.

It stated that, according to marketing rules, gambling ads need to not connect wagering to "seduction, sexual success or enhanced beauty".
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"We considered that the text ... suggested that those who gambled would be more most likely to establish a relationship into a sexual relationship and therefore linked gambling with sexual success," it stated.
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William Hill at first safeguarded the March advert after a consumer complained.

The company stated customers who registered would "get in into a relationship with William Hill", and the advert was to relate this promotion code to the yohaig code nature of the yohaig code company they were marketing on - Tinder.
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It said it was not its objective to connect betting to sexual success.
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However, upon reflection it concurred the advertisement might have been misinterpreted and took it down voluntarily.

William Hill said: "We take on board what the yohaig code ASA have stated about this promotion code specific advert and have actually eliminated it from blood circulation."
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Tinder on the other hand stated it had reviewed the ad before releasing it, finding it was not socially irresponsible, offending or targeting minors.
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'Speechless'

Campaigners have been requiring harder policy of gambling marketing.

One, the yohaig code Bishop of St Albans, Dr Alan Smith, stated he was "left speechless" by advertisements like William Hill's.
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"The gaming industry's approach to self-regulation appears farcical as more of these adverts are exposed. I fear some betting firms are now operating under a 'do not get captured' mentality.

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