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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 been banned for connecting gambling to sexual success.

The ad for William Hill, which was sent as a message to users, read: “Stuck in the pal zone? You will not be for much longer if you utilize this Cheltenham [horse racing] totally free bet bet9ja’s welcome offer.”

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

But the Advertising Standards Authority (ASA) stated it must not appear again in its current form.

It stated that, according to advertising guidelines, betting ads must not connect betting to “seduction, sexual success or boosted appearance”.

“We thought about that the text … suggested that those who gambled would be more likely to establish a relationship into a sexual relationship and therefore connected gambling with sexual success,” it said.

William Hill at first protected the March advert after a customer grumbled.

The company stated customers who registered would “participate in a relationship with William Hill”, and the advert was supposed to relate this promotion code to the nature of the company they were advertising 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 stated about this promotion code specific advert and have actually eliminated it from flow.”

Tinder meanwhile said it had evaluated the advertisement before it, finding it was not socially reckless, offending or targeting minors.

‘Speechless’

Campaigners have been calling for tougher guideline of betting advertising.

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

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

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

‘Gambling advertisements will muffle cautions’