An email promoting William Hill Casino contained details of a bonus on the player's first deposit. The subject line of the email stated "You were born to be happy".
The complainant challenged whether the subject line was irresponsible and suggested that gambling could provide an escape from personal problems.
WHG Trading & WHG (International) Ltd noted that the subject line did not relate to the specifics of the actual promotion covered by the email. They stated that the claim "You were born to be happy" did not imply that gambling could provide an escape from personal, professional or educational problems such as loneliness or depression, and they did not consider the email to be socially irresponsible.
The ASA noted that the subject line "You were born to be happy" was not explicitly linked to the content of the email. We acknowledged that it was possible to read the disconnect between the subject line "You were born to be happy" and the content of the email as implying that gambling could create happiness where it was otherwise lacking. However, in our view the more natural interpretation of the ad was simply that gambling could be a positive experience. We considered that that message was not inherently irresponsible and did not suggest gambling as an escape from personal problems. We therefore concluded that the ad was not in breach of the Code.
We investigated the ad under CAP Code (Edition 12) rules 16.1 16.1 Marketing communications for gambling must be socially responsible, with particular regard to the need to protect children, young persons and other vulnerable persons from being harmed or exploited. and 16.3.3 16.3.3 suggest that gambling can provide an escape from personal, professional or educational problems such as loneliness or depression (Gambling), but did not find it in breach.
No further action necessary.