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An advert for William Hill has been banned for linking gambling to sexual success.
On Wednesday, the Advertising Standards Authority (ASA) banned the advert, which originally appeared on the dating app Tinder .
The advert, which was included with a link to download the betting firm’s app, previously read: "Stuck in the friend zone? You won't be for much longer if you use this Cheltenham free bet offer”.
However, the ASA has said the advert must not appear again in its current form.
The authority explained that the advert’s text suggested that those who gambled would be more likely to develop a friendship into a sexual relationship
Tinder's 30 Most Successful Users 2018Show all 30 1 /30Tinder's 30 Most Successful Users 2018 Tinder's 30 Most Successful Users 2018 Ciaran, 24 Brand partnership manager, London. Tinder bio: "'Ideally, I’m looking for dark hair, a red jumper and quite a large face.' It’s a quote from from Nighty Night." Opening line: "I don’t often open the conversation."
Tinder's 30 Most Successful Users 2018 Jamie, 29 Production manager, London. Tinder bio: "Tolerant of your beliefs, judgmental of your shoes. Future MILF." Opening line: "They always talk to me first."
Tinder's 30 Most Successful Users 2018 Peter, 24 Postgraduate student, Manchester. Tinder bio: "Irish Citizen with a British accent. If you need an EU passport without arousing the suspicions of your Brexit family, I’m your man. Dog ownership a plus. References available upon request." Opening line: "I personalise it each time."
Tinder's 30 Most Successful Users 2018 Bex, 20 Student, London. Tinder bio: "My Instagram, my height and my university." Opening line: "A funny GIF"
Tinder's 30 Most Successful Users 2018 Pablo, 34 Head of trading services, London. Tinder bio: "It’s deliberately blank." Opening line: "'Where are you from?' Everybody’s up for answering that."
Tinder's 30 Most Successful Users 2018 Max, 26 Project manager, Surrey Tinder bio: "Came in a black Benz, left in a white one." Opening line: "I try and take something from their profile and ask a question based on that. I think it works – I don’t get ghosted too often."
Tinder's 30 Most Successful Users 2018 Lauren, 32 Social media consultant, London. Tinder bio: "5’2. Born and raised Londoner. You’ll do." Opening line: "Now, then..." or "You’ll do." If they respond, I’ll ask about their favourite crisps."
Tinder's 30 Most Successful Users 2018 John, 31 Operations director, London. Tinder bio: "Loves dogs, seeing friends, travelling." Opening line: If there’s something interesting in their pictures or bio, I’ll ask about that."
Tinder's 30 Most Successful Users 2018 Rebecca, 21 Hospital dispatcher, Exeter. Tinder bio: "Not as grumpy IRL as I look in photos." Opening line: "A sassy GIF of Beyoncé or Honey Boo Boo."
Tinder's 30 Most Successful Users 2018 John, 28 Business consultant, London. What’s your Tinder bio? "Live and work in London."
Tinder's 30 Most Successful Users 2018 Imogen, 18 Student, Surrey. Tinder bio: "Happy chap." Opening line: "'Hola!' Often they’ll be like, 'Oh, are you Spanish?' and I’m like, 'No...' It’s worked every time."
Tinder's 30 Most Successful Users 2018 Emily, 22 Student, Leeds. Tinder bio: "My old job title and 'University of Leeds'." Opening line: "'I find you a-peel-ing', with banana emojis. It usually goes down well."
Tinder's 30 Most Successful Users 2018 David, 34 Tinder bio: "Midlands boy, living in the big smoke." Opening line: "'Hello :)' It’s worked out so far."
Tinder's 30 Most Successful Users 2018 Ellie, 22 Student, London. Tinder bio: "I’d try and woo you with herb and fish jokes, but I don’t know if this is the thyme or the plaice." Opening line: "'I hope you like my chat-up line', then I send a line emoji."
Tinder's 30 Most Successful Users 2018 David, 26 Compliance worker, Bradford. Tinder bio: "My name and my location" Opening line: "Just the typical, 'Hey, how are you?' It tends to work."
Tinder's 30 Most Successful Users 2018 Emily, 21 Retail assistant, York. Tinder bio: "What I studied at uni and my Instagram." Opening line: "I try to target something in their pictures, like an interest."
Tinder's 30 Most Successful Users 2018 Danny, 23 Student, Nottingham. Tinder bio: "Down to earth guy looking for mates and dates. Love to travel and any excuse to see the world and explore new places." Opening line: "'Hey, how’s you?' Straight to the point."
Tinder's 30 Most Successful Users 2018 Charlotte, 21 PR Executive, London. Tinder bio: "I’m a shortie.I hate people who step on escalators slowly. I love the sea." Opening line: "But do you have a puppy?"
Tinder's 30 Most Successful Users 2018 Alison, 20 Student, Manchester. Tinder bio: "Why do Norwegian ships have bar codes on the side? To Scan-da-navy-in." Opening line: "A GIF of a woman waving frantically. People reply 90 per cent of the time."
Tinder's 30 Most Successful Users 2018 Chris, 25 Corporate investor, London. Tinder bio: "Love the outdoors and dogs. Value laughter, a good Negroni and the simple things in life. Ideally looking for someone to build a fort with in the living room of a Sunday. Let’s grab a drink?" Opening line: "Is there a boyfriend I should be concerned about?"
Tinder's 30 Most Successful Users 2018 Callum, 23 Student, Manchester. Tinder bio: "Student and Shirley-from-EastEnders stunt double." Opening line: "I normally don’t start conversations because of my crippling fear of rejection."
Tinder's 30 Most Successful Users 2018 Amy, 24 Marketing assistant, London. Tinder bio: "I don’t have one, but I’ve set my Spotify anthem [on Tinder] to Hall & Oates’ 'You Make My Dreams'." Opening line: "I’m never the first to talk... that’s really bad!"
Tinder's 30 Most Successful Users 2018 Brian, 28 Irish dancer, Tipperary. Tinder bio: "Southern-Irish guy. Dancer in Riverdance and have travelled the world touring. Now teach kids. Primary-school teaching degree with German. Model. Love all sports; athletics, football, tennis. Animal lover – especially dogs!" Opening line: I usually chat about something in their bio.
Tinder's 30 Most Successful Users 2018 Sean, 18 College student, Birmingham. Tinder bio: "I am label-free, gender non-conforming, and a 'one-of-a-kind collectible', a quote from American drag queen Violet Chachki." Opening line: "Kakaw, kakaw, I’m an eagle!"
Tinder's 30 Most Successful Users 2018 Vitaljus, 33 Cabin-crew manager, London. Tinder bio: "I like it simple and honest. Chemistry is all that matters. Terms and conditions apply." Opening line: "How’ve you been?"
Tinder's 30 Most Successful Users 2018 Vincent, 23 Student, Bristol. Tinder bio: "London Boy." Opening line: "Tell me an interesting fact about yourself."
Tinder's 30 Most Successful Users 2018 Robyn, 22 Sales assistant, Dundee. Tinder bio? "'Stunner x.' It’s a Dundee thing." Opening line: "I always let them speak first because I think it’s more gentlemanly."
Tinder's 30 Most Successful Users 2018 Tom, 23 Brand manager/semi-professional football player, London. Tinder bio: "Just my Instagram." Opening line: "The love-heart-eyes emoji. It works more than 50 per cent of the time."
Tinder's 30 Most Successful Users 2018 Susan, 23 Account executive, London. Tinder bio: "Need someone to share pasta with, eating it on your own can get cannelloni sometimes."
Tinder's 30 Most Successful Users 2018 Sandro, 34 Recruiter, London. Tinder bio: "I’m leaving this blank intentionally, so you can judge me entirely on my looks." Opening line: "A Joey Tribbiani GIF."
The suggestion goes against the UK code of non-broadcast advertising’s rules that gambling adverts must not “link gambling to seduction, sexual success or enhanced attractiveness”, which is overseen by the ASA.
The betting firm initially defended the advert, which was first published in March, after a reader complained it broke advertising rules.
William Hill said customers who signed up to the app would "enter into a relationship with William Hill", and the advert was supposed to relate this to Tinder's business.
The company said it was not their intention to link gambling to sexual success.
However, it agreed that on reflection the advert could be interpreted differently.
Meanwhile, Tinder said that they had reviewed the advert to ensure its content was not socially irresponsible, offensive or targeting minors, and published it on their platform after it passed their screening.
A representative from William Hill said: "We take on board what the ASA have said about this particular advert and have removed it from circulation."
Last month, a whisky advert featuring a man jumping off a mountain was banned by the ASA for promoting “dangerous and daring behaviour”.
Support free-thinking journalism and attend Independent events Scottish whisky brand The Macallan unveiled the advert as part of a new campaign in December 2018.
However, UK's regulator of advertising, the Advertising Standards Authority (ASA) has deemed the advert “irresponsible” and ruled it must not appear again in its current form.
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