Too sexy for his robe: this offending Sporting Index ad has been banned by the ASA as most likely to cause offense to ‘a significant number of Christians.’
Great britain’s Advertising Standards Authority (ASA) has prohibited a Sporting Index World Cup print ad, labeling it ‘seriously unpleasant’ and slamming it for connecting gambling to sexual prowess. The offending advertising featured an image of Rio de Janeiro’s Christ the Redeemer statue that had been modified to show Christ keeping a bottle of champagne with a bikini-clad woman draped around him. The words ‘There ‘s a more exciting side to Brazil’ showed up at the bottom of the page, while additional text offered £500 in free bets.
The ASA was busy launching an investigation after receiving 25 complaints about the ad, which appeared in the City AM and Racing Post newspapers while Paddy Power had its own way with the image at the Euro 2012 event. One of this complainants ended up being the Christian organization Evangelical Alliance, which reported that the ad was more likely to cause offense that is widespread.
Url to Sexual Aptitude
In its defense, displaying Index said that the imagery had been opted for because it represents Rio de Janeiro and not because of its religious importance, and added that it was digitally altered in a ‘light-hearted, humorous and cartoon-like way,’ that was deigned to underline Rio’s reputation as a ‘city of fun.’