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

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William Hill advert linked wagering to sexual success
bit.ly
15 May 2019
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An advert for a betting firm seen on the dating app Tinder has been prohibited for connecting betting to sexual success.

The advertisement for William Hill, which was sent as a message to users, read: "Stuck in the buddy zone? You will not be for a lot longer if you use this promotion code 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 present type.

It said that, according to advertising rules, gambling ads need to not connect betting to "seduction, sexual success or boosted appearance".

"We thought about that the text ... recommended that those who bet would be most likely to develop a relationship into a sexual relationship and therefore linked gaming with sexual success," it said.
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William Hill at first safeguarded the yohaig code March advert after a .

The company said clients who registered would "get in into a relationship with William Hill", and the advert was supposed to relate this promotion code to the nature of business they were marketing on - Tinder.

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

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

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

Tinder meanwhile said it had reviewed the yohaig code advertisement before releasing it, finding it was not socially reckless, offensive or targeting minors.

'Speechless'
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Campaigners have been calling for tougher guideline of gambling marketing.

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

"The gaming industry's approach to self-regulation appears farcical as more of these adverts are exposed. I fear some wagering companies are now running under a 'do not get caught' mentality.
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"The ASA's robust action must be a wake-up call to the industry."

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