William Hill advert connected wagering to sexual success
15 May 2019
An advert for a wagering firm seen on the dating app Tinder has actually been banned for connecting gambling to sexual success.
The ad for William Hill, which was sent out as a message to users, read: "Stuck in the friend zone? You will not be for a lot longer if you utilize this promotion code Cheltenham [horse racing] totally free bet deal."
It was followed by a link to download the William Hill app.
But the Advertising Standards Authority (ASA) said it must not appear again in its current kind.
It said that, according to advertising rules, betting advertisements need to not connect betting to "seduction, sexual success or improved attractiveness".
"We thought about that the yohaig code text ... recommended that those who gambled would be most likely to develop a friendship into a sexual relationship and therefore connected gambling with sexual success," it stated.
William Hill initially safeguarded the yohaig code March advert after a consumer complained.
the yohaig code company said clients who signed up would "participate in a relationship with William Hill", and the advert was supposed to relate this to the nature of business they were marketing on - Tinder.
It said it was not its intent to link betting to sexual success.
However, upon reflection it agreed the ad could have been misinterpreted and took it down willingly.
William Hill stated: "We take on board what the ASA have stated about this promotion code particular advert and have actually removed it from circulation."
Tinder on the other hand stated it had evaluated the ad before releasing it, finding it was not socially reckless, offending or targeting minors.
'Speechless'
Campaigners have been requiring harder regulation of betting advertising.
One, the Bishop of St Albans, Dr Alan Smith, said he was "left speechless" by ads like William Hill's.
"The gambling market's method to self-regulation appears farcical as more of these adverts are exposed. I fear some betting firms are now operating under a 'don't get captured' mindset.
"the yohaig code ASA's robust action ought to be a wake-up call to the market."
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