Paddys to remove Pistorius ads after record complaints
UK Advertising Standards Authority orders operator to remove controversial adverts promoting markets on the Oscar Pistorius murder trial
Paddy Power has been ordered to immediately remove all UK advertisements relating to betting on the murder trial of Paralympian Oscar Pistorius after they attracted an “unprecedented” number of complaints.
The warning came from the UK’s Advertising Standards Authority (ASA), which has also fast-tracked an investigation into the advertising campaign in order to conclude whether the ads trivialised murder and brought advertising into disrepute.
The move represented an “unusual step” for the ASA which usually waits until an investigation has been concluded before decided upon whether an advert should be withdrawn or not.
“We consider the ad may be seriously prejudicial to the general public on the grounds of the likely further serious and/or widespread offence it may cause,” a statement from the ASA read.
“We are also concerned that the good reputation of the advertising industry may be further damaged by continued publication of this ad,” it added.
The advert, however, can remain on the Irish operator’s website as the ASA can only rule on adverts placed within the UK.
The campaign, which was launched to coincide with Sunday’s Academy Awards, depicted South African Pistorius as an Oscar statuette along with the message ‘It’s Oscar Time “ money back if he walks’ prompting a reported 5,000 complaints.
Pistorius, who had both his legs amputated at the age of 11, is currently on trial accused of the premeditated murder of his girlfriend Reeva Steenkamp and Paddy Power has offered a market on whether the athlete will be found guilty or not.
The number of complaints lodged is thought to have more than trebled the previous record relating to a TV advert promoting fast-food chain Kentucky Fried Chicken.
When asked to comment on the number of complaints and the decision taken by the ASA, a spokesperson for Paddy Power said: “In your face, KFC.”
In this week’s eGaming Review poll, we are asking whether you believe Paddy Power stepped over the line with this advertising campaign. Have you say on the right-hand side of the page.