William Hill advert connected betting to sexual success

15 May 2019

An advert for a betting company seen on the dating app Tinder has been prohibited for connecting gambling to sexual success.
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The advertisement for William Hill, which was sent out as a message to users, read: "Stuck in the friend zone? You will not be for much longer if you utilize this promotion code Cheltenham [horse racing] free bet offer."

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

But the yohaig code Advertising Standards Authority (ASA) stated it should not appear once again in its existing type.

It stated that, according to advertising guidelines, betting ads should not link betting to "seduction, sexual success or improved beauty".
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"We thought about that the text ... suggested that those who bet would be most likely to develop a relationship into a sexual relationship and therefore connected gambling with sexual success," it said.

William Hill at first safeguarded the yohaig code March advert after a customer complained.
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The company stated clients who registered would "participate in a relationship with William Hill", and the advert was expected to relate this to the nature of the business they were promoting on - Tinder.

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

However, upon reflection it concurred the ad might have been and took it down voluntarily.
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William Hill said: "We take on board what the ASA have actually said about this particular advert and have actually eliminated it from circulation."
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Tinder on the other hand said it had evaluated the advertisement before publishing it, discovering it was not socially irresponsible, offending or targeting minors.

'Speechless'

Campaigners have actually been requiring harder guideline of betting advertising.

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

"The gaming industry's method 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.

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