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William Hill Advert Linked Betting to Sexual Success

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 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 pal zone? You won’t be for much 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 needs to not appear again in its present type.

It stated that, according to marketing rules, betting ads need to not connect betting to “seduction, sexual success or boosted beauty”.

“We considered that the text … suggested that those who bet would be most likely to develop a relationship into a sexual relationship and therefore connected gaming with sexual success,” it said.

William Hill initially protected the March advert after a customer complained.

The firm said 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 promoting on – Tinder.

It said it was not its intent to connect betting to sexual success.

However, upon reflection it concurred the ad could have been misinterpreted and took it down voluntarily.

William Hill stated: “We take on board what the ASA have said about this specific advert and have removed it from blood circulation.”

Tinder on the other hand stated it had examined the ad before publishing it, finding it was not socially reckless, offending or targeting minors.

‘Speechless’

Campaigners have been requiring tougher guideline of gambling advertising.

One, the Bishop of St Albans, Dr Alan Smith, stated he was “left speechless” by ads like William Hill’s.

“The betting market’s method to self-regulation appears farcical as more of these adverts are exposed. I fear some betting firms are now running under a ‘do not get caught’ mentality.

“The ASA’s robust action should be a wake-up call to the industry.”

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