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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 company seen on the dating app Tinder has been prohibited for linking betting to sexual success.

The advertisement for William Hill, which was sent out as a message to users, read: „Stuck in the buddy zone? You will not be for a lot longer if you use this promotion code 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) said it should not appear once again in its current kind.

It said that, according to marketing guidelines, gambling advertisements must not connect wagering to „seduction, sexual success or enhanced attractiveness”.

„We considered that the text … suggested that those who bet would be more likely to establish a friendship into a sexual relationship and therefore connected gaming with sexual success,” it stated.

William Hill at first safeguarded the March advert after a consumer grumbled.

The firm said consumers who signed up would „participate in a relationship with William Hill”, and the advert was expected to relate this to the nature of business they were advertising on – Tinder.

It said it was not its intent to connect gambling 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 promotion code particular advert and have removed it from circulation.”

Tinder meanwhile said it had reviewed the advertisement before releasing it, it was not socially careless, offending or targeting minors.

’Speechless’

Campaigners have actually been requiring tougher policy of betting marketing.

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

„The betting market’s technique 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 ought to be a wake-up call to the industry.”

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