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.