william-hill-advert-linked-betting-to-sexual-success

William Hill advert connected betting to sexual success

15 May 2019

An advert for a wagering company seen on the yohaig code dating app Tinder has been prohibited for connecting gambling to sexual success.
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The ad for William Hill, which was sent as a message to users, read: "Stuck in the friend zone? You won't be for a lot longer if you utilize this Cheltenham [horse racing] totally free bet bet9ja's welcome offer."

It was followed by a link to download the app.

But the Advertising Standards Authority (ASA) said it needs to not appear again in its current type.
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It stated that, according to advertising guidelines, gambling ads need to not link wagering to "seduction, sexual success or enhanced attractiveness".
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"We thought about that the text ... recommended that those who gambled would be more most likely to establish a friendship into a sexual relationship and therefore connected gaming with sexual success," it said.

William Hill at first safeguarded the March advert after a client complained.
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The company said consumers who registered would "participate in a relationship with William Hill", and the advert was expected to relate this promotion code to the nature of business they were marketing on - Tinder.

It said it was not its objective to link gambling to sexual success.
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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 actually said about this particular advert and have eliminated it from flow."

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

'Speechless'

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

"The gaming industry's approach to self-regulation appears farcical as more of these adverts are exposed. I fear some wagering companies are now operating under a 'don't get captured' mindset.
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"The ASA's robust action need to be a wake-up call to the market."
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