William Hill advert to sexual success

15 May 2019
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An advert for a betting firm seen on the dating app Tinder has been banned for connecting betting to sexual success.
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The ad for William Hill, which was sent out as a message to users, read: "Stuck in the buddy zone? You won't be for a lot longer if you use this promotion code Cheltenham [horse racing] free bet offer."

It was followed by a link to download the yohaig code William Hill app.

But the yohaig code Advertising Standards Authority (ASA) said it must not appear once again in its present kind.
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It said that, according to marketing rules, gambling advertisements need to not link wagering to "seduction, sexual success or enhanced attractiveness".
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"We considered that the yohaig code text ... suggested that those who gambled would be most likely to establish a friendship into a sexual relationship and therefore linked gambling with sexual success," it said.
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William Hill initially defended the March advert after a client grumbled.
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The firm stated clients who signed up would "participate in a relationship with William Hill", and the advert was supposed to relate this promotion code to the nature of business they were marketing on - Tinder.

It stated it was not its objective to connect betting to sexual success.

However, upon reflection it agreed the ad might have been misinterpreted and took it down willingly.

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

Tinder meanwhile said it had reviewed the yohaig code ad before publishing it, discovering it was not socially irresponsible, offending or targeting minors.

'Speechless'
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Campaigners have been calling for tougher policy 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 betting 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 captured' mindset.

"The ASA's robust action should be a wake-up call to the yohaig code industry."
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