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UK Watchdog Bans Christ the Redeemer Sporting Index Ad

UK Watchdog Bans Christ the Redeemer Sporting Index Ad

Too sexy for his robe: this offending Sporting Index ad has been prohibited by the ASA as likely to cause offense to ‘a significant number of Christians.’

The UK’s Advertising Standards Authority (ASA) has prohibited a Sporting Index World Cup print ad, labeling it ‘seriously offensive’ and slamming it for connecting gambling to sexual prowess. The offending ad featured an image of Rio de Janeiro’s Christ the Redeemer statue that had been modified to show Christ holding a bottle of champagne with a bikini-clad woman draped around him. The words ‘There ‘s a more side that is exciting Brazil’ appeared at the end of the web page, while additional text offered £500 in free bets.

While Paddy Power had its very own way with the image during the Euro 2012 event, the ASA had been busy establishing an investigation after receiving 25 complaints about the ad, which appeared in the City AM and Racing Post newspapers. One for the complainants was the Christian organization Evangelical Alliance, which claimed that the ad was prone to cause offense that is widespread.

Link to Sexual Aptitude

In its protection, Sporting Index stated that the imagery had been plumped for because it represents Rio de Janeiro and not due to its spiritual significance, 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.’

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