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William Hill advert connected betting to sexual success

15 May 2019

An advert for a betting company seen on the dating 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 utilize 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 current form.

It stated that, according to marketing guidelines, gambling advertisements must not link wagering to "seduction, sexual success or boosted appearance".

"We thought about that the text ... suggested that those who gambled would be more likely to develop a friendship into a sexual relationship and therefore linked gaming with sexual success," it said.
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William Hill at first safeguarded the March advert after a consumer grumbled.
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The company said clients who registered would "get in into a relationship with William Hill", and the advert was supposed to relate this to the nature of the organization they were marketing on - Tinder.

It said it was not its intent to connect betting to sexual success.
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However, upon reflection it agreed the ad could have been misinterpreted and took it down voluntarily.

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

Tinder on the other hand stated it had examined the advertisement before releasing it, discovering it was not socially irresponsible, offending or targeting minors.

'Speechless'

Campaigners have been calling for harder regulation of gambling marketing.
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One, the Bishop of St Albans, Dr Alan Smith, stated he was "left speechless" by ads like William Hill's.

"The gambling industry's method to self-regulation appears farcical as more of these adverts are exposed. I fear some wagering firms are now running under a 'don't get caught' mentality.

"the yohaig code ASA's robust action need to be a wake-up call to the industry."
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