William Hill advert to sexual success
15 May 2019
An advert for a wagering firm seen on the dating app Tinder has actually been banned for linking betting to sexual success.
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The advertisement for William Hill, which was sent as a message to users, read: "Stuck in the good friend zone? You will not be for much longer if you use this promotion code Cheltenham [horse racing] totally free bet deal."
It was followed by a link to download the William Hill app.
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But the Advertising Standards Authority (ASA) stated it needs to not appear again in its present form.
It said that, according to advertising guidelines, betting advertisements should not link betting to "seduction, sexual success or boosted attractiveness".
"We thought about that the text ... recommended that those who gambled would be most likely to develop a relationship into a sexual relationship and for that reason connected betting with sexual success," it said.
William Hill at first protected the March advert after a consumer grumbled.
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The company said consumers who signed up would "get in into a relationship with William Hill", and the advert was expected to relate this promotion code to the nature of business they were promoting on - Tinder.
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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 willingly.
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William Hill stated: "We take on board what the ASA have actually stated about this specific advert and have actually eliminated it from circulation."
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Tinder on the other hand stated it had actually examined the ad before publishing it, finding it was not socially irresponsible, offending or targeting minors.
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'Speechless'
Campaigners have been requiring tougher guideline of betting advertising.
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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 gaming industry's method to self-regulation appears farcical as more of these adverts are exposed. I fear some wagering companies are now running under a 'do not get captured' mindset.
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"The ASA's robust action should be a wake-up call to the market."
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