SBC News Voice of the Sports Betting Industry
The UK Advertising Standards Authority (ASA), has ordered Irish sports betting operator Paddy Power to remove its controversial ‘money-back’ campaign focused on the trail of South African Paralympic athlete Oscar Pistorius.
The controversial advert depicts a photograph of Oscar Pistorius superimposed on a statue of an Academy Awards Oscar (award). The advert communicates as its tagline
“It’s Oscar Time. Money back if he walks. We will refund all losing bets on the Oscar Pistorius trial if he is found not guilty.”
Paddy Powers advert had been distributed primarily through the UK Press, offering ‘money-back’ refunds for losing bets if Oscar Pistorius is found not guilty of murdering his fiancée Reeva Steenkamp.
The ASA, watchdog for consumer standards in UK advertising has stated that it had so far received over 5,200 complaints regarding the press advert. Furthermore an online petition by Change.org has attracted more than 122,000 signatures. The strength of the public outcry towards the advert, has forced the ASA to demand Paddy Power to pull the advert and campaign immediately.
The ASA would normally let a campaign finish, before commencing an inquiry into whether the campaign has breached moral advertising codes in the UK. The Watchdog will investigate whether the advert is offensive for mocking issues surrounding a murder trial and whether it mocks women and disability.
“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 published on Wednesday. “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.
