A William Hill betting advert displayed on the dating app Tinder has been banned for suggesting gambling could lead to sexual success.
The advert, followed by a link to the William Hill app, read: “Stuck in the friend zone? You won't be for much longer if you use this Cheltenham free bet offer."
But one Tinder user complained after seeing it on the dating app, claiming it broke advertising rules.
The firm said customers who signed up would "enter into a relationship with William Hill", and the ad was supposed to relate this to Tinder's business.
Upon reflection, William Hill agreed the advert could have different interpretations but said it wasn’t their intention to link sexual success with gambling.
The advertising Standards Agency acknowledged William Hill had removed the advert, ruling it must not appear again as the text suggested those who gambled would be more likely to develop a friendship into a sexual relationship.
William Hill said: "We take on board what the ASA have said about this particular advert and have removed it from circulation."