Paddy Power in Hot Water With ASA Over Pistorius Advertisement

“It’s Oscar Time” – such read an advert from the controversial Ireland-based bookmaker PaddyPower.com.

Oh yes, punters love to bet on the Oscars, and they did in droves this past Sunday.

There’s just one small problem.  Paddy Power’s ad had nothing to do with the Academy Awards, although it certainly looked to capitalize on them.

Instead the ad has drawn outrage from the betting public and Gambling911.com readers alike for promoting wagers on the Oscar Pistorius murder trial, which ironically began the day after the Oscars ceremony.

The Advertising Standards Authority has ordered the bookmaker to remove the newspaper advert, which offered a "money back" guarantee on bets if the South African athlete is acquitted for the murder of his model girlfriend Reeva Steenkamp.

Even more shocking to some savvy readers was the question posed by Paddy in the ad:  “Will Pistorius Walk?”

Pistorius is a paraplegic runner.  He has no legs.  Some believe Paddy was actually taking a jab at Pistorius' paralysis, as if they couldn't stoop any lower.

One person tweeted:

PaddyPower withdraw advert for bet, but odds still up. A small step but missing the point.

The Paddy Power campaign may have backfired as countless number of people have signed a petition to have the offensive odds removed while others claim they are closing their betting accounts.

One popular Twitter account with over 2000 followers praised those who shut their Paddy accounts.  End Online Misogyny’s Twitter mission is “to highlight & challenge the online misogynistic abuse women experience” for which some would say Ms. Steenkamp was an extreme victim.  Pistorius claims her death was an unfortunate accident. 

Pistorius asserted that  he shot into a locked bathroom believing an intruder had entered the residence he shared with Steenkamp.  Instead he fatally wounded his girlfriend.  Day 3 of the highly publicized trial took place on Wednesday with witnesses testifying that Pistorius was "trigger happy" in a restaurant just weeks earlier, "accidently" shooting off a rifle at that time.

Paddy Power is no stranger to controversy.  In fact they thrive on it.

The online bookmaker once offered odds on the assassination of US President Barack Obama.  In recent months, they sponsored former NBA star Dennis Rodman’s trip to North Korea. 

While Paddy stopped taking bets on Obama’s assassination and backed out of its deal with Rodman, the wagering firm thus far has shown little sign of throwing in the towel when it comes to Pistorius betting.

The ASA not only ordered Paddy’s ad taken down, they flat out condemned it.

"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.

"We are also concerned that the good reputation of the advertising industry may be further damaged by continued publication of this ad."

One reader told Gambling911.com: "Paddy prides itself on taking bets on the next Pope and taking wagers from a prefab confessional," she said.  "The heads of Paddy Power better hope there is not a Hell as they will be destined to burn in it!!!!"

- Jagajeet Chiba, Gambling9111.com