Boyle Sports pulled up on Easter advert

Boyle Sports found itself in trouble with the Advertising Standards Authority over an Easter advertisement it placed that featured the crucifixion and a “nailed-on bonus” inducement.

The company’s attempt at eye-catchingly controversial email advertising was criticised and banned by the UK Advertising Standards Authority, which ruled that the ad featured elements likely to cause offence to those of the Christian faith.

The ad showed a hand nailed to a length of wood alongside the captions: “Boylesports Gaming – nailed on bonus.”

Another caption said: “In memory of the dearly departed JC, we are offering you a sacrilegious bonus this Easter weekend … So don’t just sit there gorging your own body weight in chocolate, that’s disrespectful. Get on Boylesports Gaming and get your nailed on bonus.”

Defending its use of the controversial material, Boyle Sports admitted the imagery and associated language was associated with crucifixion, but suggested that such language has become part of everyday modern culture.

The ASA did not agree, observing that the advertisement’s constituent elements and its timing all contributed to the impression that the image was a reference not simply to a generic, historic crucifixion but to the crucifixion of Jesus Christ, and was therefore likely to cause serious offence to some recipients.

“We considered the offence was likely to be particularly strongly felt by those of the Christian faith at Easter, when the imagery would have a particularly strong resonance,” the Authority concluded, ruling that the material must ever the used again.

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