William Hill advert linked wagering to sexual success

15 May 2019

An advert for a wagering company seen on the dating app Tinder has actually been banned for linking betting to sexual success.
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The ad for William Hill, which was sent as a to users, read: "Stuck in the buddy zone? You won't be for a lot longer if you utilize this promotion code Cheltenham [horse racing] complimentary bet bet9ja's welcome offer."

It was followed by a link to download the William Hill app.
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But the Advertising Standards Authority (ASA) stated it should not appear again in its current kind.
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It stated that, according to advertising guidelines, gambling advertisements should not link betting to "seduction, sexual success or improved beauty".

"We considered that the text ... suggested that those who bet would be more most likely to establish a relationship into a sexual relationship and for that reason linked gambling with sexual success," it stated.
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William Hill initially protected the March advert after a consumer grumbled.
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The firm stated customers who signed up 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 said it was not its intention to link betting to sexual success.
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However, upon reflection it agreed the advertisement could have been misinterpreted and took it down voluntarily.

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

Tinder on the other hand stated it had examined the yohaig code ad before releasing it, finding it was not socially irresponsible, offensive or targeting minors.

'Speechless'

Campaigners have actually been requiring tougher policy of betting marketing.

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

"The betting market's technique to self-regulation appears farcical as more of these adverts are exposed. I fear some wagering companies are now running under a 'don't get captured' mentality.
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"The ASA's robust action ought to be a wake-up call to the industry."

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