The company behind a gaming ad mocking the crucifixion of Jesus has been told it must not appear again because it was likely to cause serious offence.
Boylesports Enterprise sent out an email at Easter showing a hand nailed to a piece of wood with the text: "Boylesports Gaming – nailed on bonus". Blood dripped from where the nail entered the hand and a desert scene was shown in the background.
The text continued: "Hi [recipient's name] – In memory of the dearly departed JC, we are offering you a sacrilecious [sic] Bonus this Easter weekend ... So don't just sit there gorging your own body weight in chocolate, that's disrespectful. Get on Boylesports Gaming and get your nailed on bonus."
Among the recipients of the email was one who complained to the Advertising Standards Authority because he said it mocked the Christian religion at an important time of the Christian year.
Boylesports acknowledged that the image represented a crucifixion, but said the image of the hand was the only element displayed, as opposed to images which they believed would be seen as more gratuitous or associated with worship.
The company believed there was no religious symbolism in the image and that crucifixion was a common practice in Christ's time. It argued that the language and imagery associated with crucifixion had been absorbed into everyday culture and cited examples from film, music and everyday language.
However, the ASA said the elements of the advertisement, with its timing, were all likely to cause serious offence. "We considered the offence was likely to be particularly strongly felt by those of the Christian faith at Easter, when the imagery would have a particularly strong resonance," it said. "We considered that the ad was likely to cause serious offence and concluded that it was therefore in breach of the Code."
It ruled that the ad must not appear again in its current form and that its future ads must not cause "serious or widespread offence".
