William Hill revenue up as online continues to show momentum

18 Mai, 2019, 04:17 | Auteur: Auguste Feret
  • Operator      William Hill gets no love from the ASA after Tinder ad ruling                   By Erin Gallagher

The ad addresses Tinder users who find themselves stuck in the friend zone, and says that they won't be once they've placed a free bet at the Cheltenham races.

In a trading update for the 17 weeks to 30 April, William Hill said net revenue grew two per cent, which it said reflected a "year of transition in retail and online".

Gambling adverts must not "link gambling to seduction, sexual success or enhanced attractiveness", according to the United Kingdom code of non-broadcast advertising, which is overseen by the ASA.

'Our new advertising campaign featuring Anthony Joshua marks a step change for William Hill with the brand-led creative also integrating safer gambling messages'.

The betting operator responded to the accusations, saying that its customers had been known to be looking for the best betting odds and offers, so the company's website and odds were used by players as a comparison to choose the best deal.

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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. William Hill has since removed the ad and is in the process of conducting a full review of existing content on the platform.

But the Advertising Standards Authority (ASA) said it must not appear again in its current form.

The advertising watchdog pointed out that it did acknowledge William Hill's efforts to remove the advert, but added that the ad's text did strongly suggest that the ad "did link gambling to seduction, sexual success or enhanced attractiveness", suggesting 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 CEO Philip Bowcock said: "Online continues to show good momentum as we focus on growing our mass market customer base, while retail has begun to adapt to the new £2 machine gaming stake limit".

Tinder meanwhile said it had reviewed the ad before publishing it, finding it was not socially irresponsible, offensive or targeting minors.

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