The UK bans Paddy Power’s ad that reads “Do you think I’ll end up looking like my mother?” gaffe

A PADDY POWER advert showing a man responding inappropriately to his partner and asking if he thought she would end up looking like his mother has been banned in the UK for presenting the game as taking precedence over family life.

The on-demand TV ad, seen in March, showed a young man using his phone to bet on Paddy Power’s ‘Wonder Wheel’ game while in a living room with his girlfriend’s family.

She briefly looked away from the screen to thank her partner’s mom for bringing her a drink, before her partner asked, “Do you think I’ll end up looking like my mom?” to which he replied, “I hope so,” before realizing that what she had said was inappropriate.

A voiceover said, “So no matter how badly you stuff it, you’ll always get another shot at the Paddy Power games.” He then continued to watch the game on his phone.

The ad prompted four complaints in the UK, including two showing someone so busy with the game that they made an inappropriate comment in conversation and that they were irresponsible in presenting the game as a priority in life.

PPB Counterparty Services, trading as Paddy Power, said the ad implied a commitment to family life by portraying the scene of a traditional family setting where a young man had obediently gone to his girlfriend’s parents’ house for Sunday lunch.

They said the ad was intended to have a light-hearted tone and that the young man showed no signs of problem gambling behavior at any stage.

The UK Advertising Standards Authority (ASA) said: “We felt that the humor of the advert was based on a blunder caused when the man was distracted by gambling, which created a comical moment of awkwardness and embarrassment.

“We recognized that the ad had a lighthearted tone, but felt that most viewers would understand that the young man behaved in a manner that was inappropriate for a family event because he was distracted by the game.”

“Although we accept that it was a brief moment, because we felt that most viewers would understand that the distraction caused by the game had caused an embarrassing mistake in a family event, therefore, we concluded that the ad presented the game as a priority in life over family.

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The ASA ruled that the ads must not appear again in their current form, adding: “We told Paddy Power to ensure that future ads did not portray gambling as essential or a life priority, or portray , condone or encourage gambling behavior that was socially irresponsible.”

A Paddy Power spokesperson said: “Paddy Power is committed to responsible practice and our intention is always to comply with advertising codes.

“We accept the ASA’s decision and will consider its broader guidance moving forward.”

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