Gambling with religion: a sour mix?- 2005-10-06

Picture yourself in Ireland walking down the streets of Dublin and stumbling upon an advertising billboard for Paddy Power. Now visualize a large image portraying Jesus and his disciples at the Last Supper table, playing poker and roulette with a slogan reading: “There’s a place for fun and games”.

Certain by-passers might find the ad funny and satirical, while others will interpret it as being highly offensive, vulgar, disrespectful and blasphemous. As always, when dealing with a topic like religion, one is guaranteed to stir up violent controversy especially when pairing it with gambling. Undeniably, what can seem comical and edgy for some, can be totally inappropriate for others.

Following legal threats from Ireland’s Advertising Standards Authority, and pressure from multiple religious groups, Paddy Power PLC was forced to withdraw this campaign. In a predominantly Roman Catholic country, institutions and public opinion were quick to react. On Wednesday October 5th, 2005, all offending billboards (total 89) were taken down and replaced with another ad stating: “There’s a place for fun and games. Apparently this isn’t it.”

Not a novice in the art of using strikingly blunt and controversial promotional material, Ireland largest bookmaker made the headlines once more. Paddy Power last drew complaints and critics with another billboard, showcasing individuals betting on 2 elderly woman using walkers to cross a street. Finding a place among the already saturated and indifference consumers remains a must, even if the means do not always, according to some, justify the end.

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