UK’s Advertising Standards Authority (ASA) bans William Hill advert on dating app Tinder for ‘linking gambling to sexual success’.
The UK’s Advertising Standards Authority (ASA) has banned an advert for bookies William Hill for ‘linking gambling to sexual success.’
The offending advert appeared as a paid-for message on popular dating app Tinder in March 2019, and read:
“Stuck in the friend zone? You won’t be for much longer if you use this Cheltenham free bet offer. Join William Hill with code W40 and bet £10 on any Cheltenham race to get 4 X £10 free bets. T&C’s apply.”
Despite receiving just one single complaint accusing the ad of breaching the ASA’s Code by linking gambling to sexual success, the ASA banned the advert.
In a statement the ASA said they considered the text suggested “that those who gambled would be more likely to develop a friendship into a sexual relationship and therefore linked gambling with sexual success.”
William Hill defended the advert by claiming it was in context in that it related to the nature of Tinder’s business. While Tinder said that the advert had passed its screening for socially irresponsible, offensive or minor-targeted adverts.
The advert was removed by William Hill, and the ASA has reminded operators that marketing communications for gambling must be socially responsible and not link gambling to seduction, sexual success or enhanced attractiveness.