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Video: The nation's 'most offensive' TV advert for bookmakers Paddy Power is allowed to remain on screen – watch it here!

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AN ADVERT for Paddy Power which features a cat being kicked across a football pitch by blind players is the UK's most offensive commercial, the industry watchdog has revealed.

 

The clip attracted more than 1000 complaints, the Advertising Standards Authority (ASA) said.

Despite this, the commercial for bookmakers Paddy Power will remain on screen.

The ad opens with a shot of a kitbag marked Blind Wanderers FC and two teams of blindfolded men in the middle of a game. A cat is shown running on to the pitch before a player takes a kick, followed by a thud and a loud meow.

A man in a suit appears on the pitch and says: "Paddy Power can't get Tiddles back, there's nothing we can do about that, but we can get you your money back with our money-back specials."

Paddy Power said the advert's theme was "so unlikely that it was absurd" and the ASA concluded it was “surreal and light-hearted in tone. It decided the advert was unlikely to encourage or condone cruelty to animals or cause serious or widespread offence.”

In its annual report ASA bosses said the total number of complaints received in 2010 was 25,214 and concerned 13,074 adverts - both figures are slightly down on last year.

Animal cruelty and sexual content were the key complaints.

The ASA's Top 10 most complained about TV ads of 2010 were included Marie Stopes, the Department of Energy, John Lewis and Maritalaffair.co.uk.

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