Paddy Power has been ordered by the Advertising Standards Authority in England to pull the controversial ad based on betting around the Oscar Pistorius trial in South Africa.
The Authority would normally allow a campaign to continue until after an investigation has been completed, in keeping with the natural justice concept of innocent until proven guilty. They took this unusual step though after a record smashing 5,200 complaints were made about the ad, which only ran once last Sunday but which has been replayed around the world many times over in a mix of outrage, free speech and neutral comment.
“We consider the ad may be seriously prejudicial to the general public on the ground of the likely further serious and/or widespread offence it may cause,” the ASA said in a statement issued yesterday afternoon.
“We are also concerned that the good reputation of the advertising industry may be further damaged by continued publication of this ad.”
The ASA said that the ad should “remain out of all circulation in UK media” until it finishes its investigation, which is being fast tracked.
It is not investigating complaints about the ad appearing on Paddy Power’s website, as this is hosted beyond the control and remit of the Authority.
The previous record number of complaints was 1,671 against a KFC ad from 2005 that showed workers singing with their mouths full and was said to inciting bad manners amongst children. Really.
Paddy Power has relegated itself to fourth place in the all time list of complaints with it’s blind football ‘cat kicking ad from 2010 that also caused upset though not at all at the same level as ‘Oscar’.
