William Hill advert linked betting to sexual success

15 May 2019

An advert for a wagering firm seen on the yohaig code dating app Tinder has been banned for connecting betting to sexual success.

The ad 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) stated it needs to not appear again in its present form.

It stated that, according to advertising rules, gambling advertisements need to not link wagering to "seduction, sexual success or improved appearance".

"We considered that the text ... suggested that those who bet would be more likely to develop a relationship into a sexual relationship and for that reason connected gaming with sexual success," it said.

William Hill at first defended the March advert after a customer grumbled.

The company said consumers who signed up would "participate in a relationship with William Hill", and the advert was supposed to relate this promotion code to the nature of the business they were promoting on - Tinder.

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

However, upon reflection it concurred the advertisement could have been misinterpreted and took it down willingly.

William Hill stated: "We take on board what the yohaig code ASA have said about this promotion code specific advert and have actually removed it from blood circulation."

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

'Speechless'

Campaigners have been calling for harder policy of gambling marketing.

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

"The betting industry's method 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' mindset.

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

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