William Hill advert linked betting to sexual success
15 May 2019
An advert for a betting company seen on the dating app Tinder has actually been prohibited for connecting gambling to sexual success.
The ad for William Hill, which was sent out as a message to users, read: "Stuck in the good friend zone? You won't be for a lot longer if you use this promotion code Cheltenham [horse racing] free bet bet9ja's welcome offer."
It was followed by a link to download the William Hill app.
But the Advertising Standards Authority (ASA) stated it must not appear again in its existing kind.
It said that, according to marketing guidelines, betting ads need to not link betting to "seduction, sexual success or enhanced beauty".
"We thought about that the yohaig code text ... recommended that those who bet would be more most likely to develop a relationship into a sexual relationship and for that reason linked betting with sexual success," it stated.
William Hill initially defended the March advert after a customer grumbled.
The firm stated consumers who registered would "get in into a relationship with William Hill", and the advert was supposed to relate this to the nature of business they were promoting on - Tinder.
It said it was not its intent to link betting to sexual success.
However, upon reflection it concurred the yohaig code advertisement might have been misinterpreted and took it down voluntarily.
William Hill said: "We take on board what the ASA have actually said about this promotion code particular advert and have actually eliminated it from circulation."
Tinder on the other hand said it had evaluated the ad before publishing it, finding it was not socially irresponsible, offending or targeting minors.
'Speechless'
Campaigners have actually been calling for tougher guideline of betting 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' mindset.
"The ASA's robust action must be a wake-up call to the market."
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