William Hill advert connected betting to sexual success

15 May 2019

An advert for a betting firm seen on the 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 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 again in its existing type.

It said that, according to advertising guidelines, betting advertisements should not connect betting to "seduction, sexual success or improved beauty".

"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 gaming with sexual success," it stated.

William Hill at first safeguarded the March advert after a client complained.

The firm said clients who registered would "enter into a relationship with William Hill", and the advert was supposed to relate this to the nature of the service they were promoting on - Tinder.

It said it was not its intention to link betting to sexual success.

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

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

Tinder on the other hand stated it had actually examined the ad before releasing it, discovering it was not socially careless, offensive or targeting minors.

'Speechless'

Campaigners have actually been calling for tougher regulation of betting marketing.

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

"The gaming industry's technique 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 caught' mindset.

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

'Gambling advertisements will hush cautions'

21 February 2019

Labour looks for restriction on wagering advertisements during events

20 September 2018