William Hill advert connected wagering to sexual success

15 May 2019

An advert for a wagering company seen on the dating app Tinder has been prohibited for connecting gambling to sexual success.

the yohaig code ad for William Hill, which was sent out as a message to users, read: "Stuck in the good friend zone? You will not be for a lot longer if you use this Cheltenham [horse racing] complimentary bet deal."

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

But the Advertising Standards Authority (ASA) said it should not appear once again in its present type.

It said that, according to advertising rules, betting ads need to not connect wagering to "seduction, sexual success or enhanced attractiveness".

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

William Hill initially defended the March advert after a client grumbled.

the yohaig code company said customers 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 organization they were marketing on - Tinder.

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

However, upon reflection it agreed the advertisement might have been misinterpreted and took it down voluntarily.

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

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

'Speechless'

Campaigners have actually been requiring tougher regulation of gambling advertising.

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

"the yohaig code gaming industry's approach to self-regulation appears farcical as more of these adverts are exposed. I fear some betting firms are now operating under a 'do not get caught' mentality.

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

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