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 wagering to sexual success

15 May 2019
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An advert for a wagering company seen on the dating app Tinder has been banned for linking gambling to sexual success.

The advertisement for William Hill, which was sent as a message to users, read: "Stuck in the good friend zone? You will not be for much longer if you use this promotion code Cheltenham [horse racing] complimentary bet deal."
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It was followed by a link to download the William Hill app.
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But the Advertising Standards Authority (ASA) said it should not appear once again in its present type.

It said that, according to marketing rules, gambling advertisements must not link betting to "seduction, sexual success or enhanced beauty".

"We considered that the text ... suggested that those who bet would be more most likely to establish a friendship into a sexual relationship and for that reason connected gambling with sexual success," it stated.

William Hill at first 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 expected to relate this to the nature of business they were marketing on - Tinder.

It said it was not its objective to connect betting to sexual success.
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However, upon reflection it agreed the ad might have been misinterpreted and took it down willingly.
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William Hill said: "We take on board what the yohaig code ASA have actually stated about this specific advert and have actually removed it from circulation."

Tinder on the other hand stated it had reviewed the ad before releasing it, finding it was not socially reckless, offending or targeting minors.

'Speechless'
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Campaigners have actually been calling for harder regulation of betting marketing.

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 caught' mindset.

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