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William Hill advert connected betting to sexual success

15 May 2019
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An advert for a betting firm seen on the dating app Tinder has actually been banned for linking betting to sexual success.
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The ad for William Hill, which was sent as a message to users, read: "Stuck in the pal zone? You will not be for much longer if you use this Cheltenham [horse racing] complimentary bet deal."

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

But the Advertising Standards Authority (ASA) said it should not appear once again in its existing kind.
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It said that, according to advertising rules, betting ads need to not connect betting to "seduction, sexual success or improved appearance".

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

William Hill at first safeguarded the March advert after a client complained.

The company said clients who registered would "enter into a relationship with William Hill", and the advert was expected to relate this to the yohaig code nature of the company they were on - Tinder.

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

However, upon reflection it concurred the ad could have been misinterpreted and took it down voluntarily.
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William Hill said: "We take on board what the ASA have actually stated about this particular advert and have eliminated it from flow."

Tinder meanwhile said it had evaluated the advertisement before publishing it, discovering it was not socially careless, offending or targeting minors.

'Speechless'
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Campaigners have been requiring harder policy of gambling advertising.

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

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

'Gambling ads will hush warnings'
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21 February 2019
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Labour seeks restriction on wagering ads throughout events

20 September 2018
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