William Hill said the ad did not make any claims or connotations that gambling increased consumers’ sexual success or attractiveness, nor link gambling to seduction.
The ad prompted The Gambling Reform and Society Perception Group (GRASP) and one other viewer to complain the spot linked gambling to seduction. A voiceover stated “experience a live casino like no other” while the creative featured several female casino croupiers in gold basque-type tops and male croupiers wearing suits. The ad, for William Hill Live opened with a close-up of a woman who opened her eyes and looked at the camera, which then panned down past her chest to a roulette wheel, a pack of playing cards and gambling chips.