Paddy Power ‘kidney’ radio ad not banned, despite 27 complaints it was ‘offensive’ to those on dialysis
The ASA has ruled that an ad by Paddy Power which used a pun based on the phrase ‘I’d give a kidney for…’ and ended with the words ‘good luck with the dialysis’ was not offensive, after Kidney Wales Foundation and 26 members of the public said it was likely to cause distress.
The complaints suggested that the ad could upset those who were on dialysis, or those who had a family member or friend who had kidney failure.
The radio ad said: "Jack Cooper wrote on the Paddy Power Facebook wall "I'll give you anything for a decent offer Paddy!" We hear you Jack! Anything eh? Well, just chuck us a kidney and in return we'll give you ... this beauty for the golf. Back any player to win The Masters and if Tiger Woods wins, you get your money back! And, because there's another kidney where that came from, here's another cracker: We're playing six places on each-way bets! Bet online or on your Paddy Power mobile app and good luck with the dialysis. We hear you Jack Cooper!"
Paddy Power said that at no point did the ad suggest that anyone really had (or would) exchange a kidney for a decent offer from Paddy Power and believed that the reference to dialysis at the end of the ad was clearly in keeping with the farcical nature of the rest of the ad and would not be taken seriously, something which the ASA agreed with.
This follows LOCOG allowing Paddy Power to keep up its ‘London games’ sponsorship poster last week.