Online Gambling Firm Paddy Power to Stop Advertizing Pistorius Odds

Published Saturday, March 08, 2014 - Online-Casinos.com
Online Gambling Firm Paddy Power to Stop Advertizing Pistorius Odds

Iconic Irish online gambling operator Paddy Power has been on the edge when it comes to advertizing and making choices about the things they offer odds on. The recent debacle involving Dennis Rodman and his basketball adventure in North Korea is one such low point in the company’s list of gambling options.

Now without a blink they are advertizing odds for South African Oscar Pistorius chances in the murder trial of his wife. The campaign was controversial from the beginning and although Paddy Power defended its right to air the spot the Advertising Standards Authority in the United Kingdom received a record 5,200 complaints and ordered Paddy Power to stop running the advert, this was an unprecedented decision by the ASA prior to any investigation.

ASA chairman Lord Smith acting on the huge number of complaints has demanded that the advertiser withdraw the advert from circulation pending the outcome of the investigation.

In exceptional circumstances, and this is obviously one of them, ASA procedures under the Advertising Code enable it to take interim action and have the adverts amended or withdrawn pending investigation.

Paddy Power doesn’t mind negative press in fact the company depends on the buzz factor to keep its name in the spot light. Social media strategist Joakim Nilsson at Scrmcloud.com commented on the Paddy Power campaign, “It’s in the DNA of Paddy’s marketing strategy to be thought-provoking. Whether this had a negative impact on their business only Paddy can answer. What is clear though is that today’s consumers are increasingly vocal online, that’s not a trend that’s disappearing anytime soon and smart brands will use it to their advantage.”  
 The advert presented this option, “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 POWER.”

The promotion analytics found that the bookmaker’s advert got almost 74,000 online mentions predominately on Twitter, with 42% of the mentions deemed negative and just 4% of them positive. 

 

 

 

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