UK orders Paddy Power to withdraw Pistorius bet ad

Paddy Power’s controversial Oscar Pistorius advert has become the most complained-about UK advert of all time with more than 5,200 complaints so far, the Advertising Standards Authority said today.

Paddy Power’s controversial Oscar Pistorius advert is to be withdrawn with immediate effect in the UK, the country's advertising watchdog has ruled.

The UK's Advertising Standards Authority (ASA) said it had received an “unprecedented number of complaints” about the ad, which offers “money back if he walks” or is found not guilty of killing girlfriend Reeva Steenkamp.

The advert featured a photograph of Pistorius, a double amputee Olympic racer and a Paralympic gold medallist, mocked up as an Academy Award statuette.

An ASA spokesman said: “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.

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