William Hill Tinder Ad Censored by ASA

This story was published more than 5 years ago.

The UK Advertising Standards Authority has censored a William Hill ad where they coaxed users of the dating app Tinder to use their service, as the regulator ruled that the spot linked gambling to sexual success.

The ad was online in nature and had the copy: "Stuck in the friend zone? You won't be for much longer if you use this Cheltenham free bet offer" and had a link included to download the William Hill app. Advertising laws in the UK indicate that gambling operators cannot link gambling to sexual prowess or make a person seem more attractive.

In their assessment, the ASA wrote: "Upon reflection, [William Hill] agreed that it had the potential to be interpreted differently, but it was not their intention to link gambling to sexual success. They had removed the ad and were in the process of conducting a full review of existing content on the platform."

The ad cannot air again in its current form, but according to Hills, they apparently don't have plans on going through with anything similar in the near future.

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About the author

Therese Williams // UK Correspondent
Therese Williams
Therese is a fervent fan of slot machines and pub fruities, often trying her luck at some of the top online casinos. She covers news for Casino Listings with a focus on the UK and Europe. Therese studied arts and creative writing at university and has written for newspapers in the UK.
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20 May 2019 - 4:05pm

"Stuck in the friend zone?

Ha-ha...if they didn't have any intention... it would look even more stupid that way...but who says your stupidity doesn't cost you...Will Hill should know much of that.