William Hill advert connected betting to sexual success

15 May 2019
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An advert for a wagering company seen on the yohaig code dating app Tinder has been banned for connecting gambling to sexual success.

The advertisement for William Hill, which was sent out as a message to users, read: "Stuck in the buddy zone? You won't 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 must not appear once again in its existing form.
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It said that, according to advertising rules, betting ads should not connect betting to "seduction, sexual success or boosted attractiveness".

"We thought about that the text ... recommended that those who bet would be more most likely to establish a relationship into a sexual relationship and therefore linked gaming with sexual success," it said.

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

The company stated consumers who registered would "enter into a relationship with William Hill", and the yohaig code advert was expected to relate this promotion code to the nature of business they were promoting on - Tinder.

It said it was not its intention to connect gambling to sexual success.

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

William Hill stated: "We take on board what the ASA have actually stated about this particular advert and have actually removed it from circulation."
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Tinder meanwhile stated it had reviewed the ad before publishing it, discovering it was not socially irresponsible, offending or targeting minors.
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'Speechless'
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Campaigners have been requiring harder policy of gambling marketing.
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One, the Bishop of St Albans, Dr Alan Smith, said he was "left speechless" by advertisements like William Hill's.

"The gaming industry'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 must be a wake-up call to the market."

'Gambling ads will muffle cautions'

21 February 2019
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Labour looks for restriction on betting ads throughout occasions

20 September 2018
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