Paddy Power brought advertising in disrepute ASA

Paddy Power’s controversial advert that appeared in a UK newspaper at the start of the South African Olympic and Paralympic athlete Oscar Pistorius’ murder trial has been ruled as bringing advertising into disrepute by the UK Advertising Standards Authority (ASA).

The advert garnered an unprecedented number of complaints forcing the ASA to step in and request the immediate suspension of the advert pending further investigation.

Paddy Power said although their marketing, which was known for being mischievous and irreverent, might push the boundaries on occasion, they did not intend to offend. They also said the ad was a reflection of public interest, which was perhaps led by the media, and was not a commentary on death, violence or disability.

The ASA concluded by advising Paddy Power to ensure their future ads did not cause serious or widespread offence and did not bring advertising into disrepute.

Related and similar