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Controversial Paddy Power Rugby Adjudged as Racially Prejudiced, Anti-English, and Extremely Sensitivity-Testing
Posted on: November 27, 2019, 09:39h.Last updated on: March 9, 2022, 02:26h.
Devin O'Connor @CasinoorgDevinORead MoreSports and EntertainmentGaming IndustryAdvertising StandardsAn advertisement from Irish bookmaker Paddy Power, aired during the 2019 Six Nations rugby tournament, landed the company in hot water with the Advertising Standards Authority for Ireland (ASAI).
Six complaints were lodged against Paddy Power after running the ad in the Irish Times, Irish Star, and on social media platforms in early February. The provocative marketing campaign targeted England fans, apologizing for the recent string of losses and promising more if things didn't change.
"Dear England, Sorry for the last two years of pain, suffering, and humiliation. Another 798 and we'll be even," the advertisement read.
The ASAI deemed the ad as "racist, offensive, anti-English in sentiment, stirring up anti-English feelings, and highly insensitive and bigoted towards English people." Last week, the watchdog agency upheld the complaints, stating that the advertisement's phrase "we'll be even" was likely to offend.
According to the ASAI, the content "was neither prepared with a sense of responsibility to consumers and to society, nor responsive to the diversity in Irish society."
Paddy Power defended the commercial, labeling it a lighthearted jab poking fun at the friendly sporting rivalry between the two countries. The ad also alluded to the ongoing debate regarding England's challenges since the Brexit referendum.
The ASAI's decision neither caused Paddy Power to retract the ad nor necessitated any further action. Overshadowed by the outcry, the ad has stirred more than just controversy among soccer fans.
Paddy Power's Controversial Campaigns
Paddy Power's penchant for shaking things up has led to significant backlash on multiple occasions. With seven complaints upheld by the ASAI since 2014, the bookmaker's controversial marketing techniques have garnered both positive and negative attention.
One infamous example dates back to 2010, when ASAI received over 400 complaints for a provocative ad depicting sight-impaired footballers kicking a cat.
Another of Paddy Power's more divisive advertisements looms large in memory for many — especially Americans. In November 2008, after the election of Barack Obama as president, the bookmaker offered odds on the president being assassinated in his first term. Facing widespread criticism, Paddy Power removed the line just a day after the election.
In 2016, ahead of the U.S. presidential election, Paddy Power released an advertisement featuring an image of Donald Trump with 3/1 odds to replace Obama.
The ASAI's decision on the most recent controversy is not the first for Paddy Power, and it likely won't be the last. One thing is clear: the Irish bookmaker is not afraid to take risks in the name of advertising.
- Despite the controversy surrounding their advertisement, Paddy Power's marketing strategy continues to overshadow general-news and crime-and-justice headlines on social-media platforms.
- The advertisement from Paddy Power, which promised more losses if things didn't change for England in rugby, has not only stirred controversy in the sports world but also in the realm of politics.
- The ASAI's decision to uphold complaints against Paddy Power's ad in 2019 has not hindered the Irish bookmaker's entertainment industry endeavors, as their penchant for controversial campaigns continues to exist.
- In the past, Paddy Power's advertisements have overshadowed standards in advertising, causing backlash and generating both praise and criticism across various sectors of society.
- The ASAI's decision on Paddy Power's controversial ad in 2019 serves as a reminder that the Irish bookmaker's risk-taking approach in advertising continues to be a topic of debate and discussion in entertainment, politics, and social-media spheres.
