William Hill's Tinder ad banned

William Hill advert banned from Tinder

William Hill have said it wasn’t their intention to link sexual success with gambling

As seen by the Advertising Standards Authority (ASA), the message was aimed at encouraging customers to gamble on any Cheltenham race and offering a link to download the application of William Hill by creating a link between gambling activities and sexual success.

William Hill responded to the complaint by stressing that customers are often known to "shop around" for the best odds and betting offers available, and that customers could use the bookmakers site as a comparison for other sites.

The firm said customers who signed up would "enter into a relationship with William Hill", and the advert was supposed to relate this to the nature of the business they were advertising on - Tinder.

William Hill initially defended the March advert after a customer complained.

In its response to the regulator, William Hill claimed it meant to imply that by signing up to the offer, customers would be taking their relationship with the company to the next level, rather than becoming more attractive to potential sexual partners.

However, William Hill said upon reflection it agreed that the ad could be interpreted differently, although it was not their intention to link gambling to sexual success.

As well as removing the ad, William Hill has conducted a full review of existing content on the platform. As it now stands, gambling ads are prohibited from associating "seduction, sexual success or enhanced attractiveness" with betting, so it's pretty hard to see how Tinder missed this one when it was right in front of its face.

Although the ad was removed by William Hill, the ASA underlined that the ad breached the CAP code, which requires that marketing communications for gambling must be socially responsible and shouldn't link gambling to seduction, sexual success or enhanced attractiveness. This is why the advertising watchdog concluded that the advert breached CAP Code rules 16.3 and 16.3.8 related to gambling.

The ASA subsequently ruled that the advert must not be released again in its current form.

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