People reacted sharply and raised objection over this poster advertisement meant for promoting a betting service. The advertisement was launched by PaddyPower, Ireland’s biggest Bookmaker. The advertisement shows two elderly women crossing a road on a zebra crossing; one woman was hunched over a walking frame, while the other was pushing a shopping trolley. A truck with bull-bars, apparently being driven down the middle of the road towards the crossing, was in the background. In the same frame there were two circles, which stated ‘2/1’ and ‘Evens’. The punch line of the ad reads, ‘Let’s make things more interesting.’
The complainants alleged that the betting odds referred to each woman’s chances of either being knocked down by the truck or reaching the other side of the road safely. Therefore, they argued that the ad was offensive as it demeaned older people and encouraged anti-social behavior and dangerous driving.
On the other hand, advertisers argued that it depicted everyday situations as competitive fixtures through the eyes of a betting man. They further clarified that the bet was on which woman would first reach the other side of the road, not on which one might be knocked down by the approaching truck as it was alleged.
Upholding the complaints, the Authority ruled that the interpretation of the poster, also, was likely to cause serious or widespread offense, as there are high chances that people will not interpret it the way advertisers have explained. It told the advertisers to withdraw the poster and advised them to consult the Committee of Advertising Practice Copy Advice team before they advertised again.
