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

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William Hill advert connected to sexual success
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15 May 2019
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An advert for a betting firm seen on the dating app Tinder has been prohibited for connecting gambling to sexual success.

The ad for William Hill, which was sent out as a message to users, read: "Stuck in the pal zone? You will not be for much longer if you utilize this promotion code Cheltenham [horse racing] free 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.
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It stated that, according to advertising rules, gambling advertisements should not connect betting to "seduction, sexual success or boosted attractiveness".
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"We thought about that the text ... suggested that those who bet would be more most likely to develop a friendship into a sexual relationship and for that reason connected gambling with sexual success," it said.
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William Hill initially protected the March advert after a consumer complained.

The company stated clients who signed up would "participate in a relationship with William Hill", and the advert was expected to relate this promotion code to the nature of the service they were marketing on - Tinder.

It stated it was not its intent to link gambling to sexual success.

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

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

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

'Speechless'

Campaigners have actually been calling for harder guideline of gambling marketing.

One, the Bishop of St Albans, Dr Alan Smith, said he was "left speechless" by advertisements like William Hill's.
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"The gambling industry's approach 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' mentality.

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