Paddy Power criticised for TV ad likening old people to zombies

Exclusive: Ofcom receives multiple complaints about bookmaker’s clips for talk show about ‘The Walking Dead’

Paddy Power has been accused of ageism for a series of TV adverts comparing older people to zombies.

The Independent Age charity condemned the betting firm for creating “crass and utterly disrespectful” ads for a talk show about hit drama The Walking Dead.

Viewers also criticised the controversial bookmaker’s latest campaign, and regulator Ofcom told The Independent it had received multiple complaints about the clips since they began to air earlier this month.

The Paddy Power spots are shown as part of its sponsorship deal with Talking Dead – an aftershow in which guests discuss the latest episode of the US zombie series broadcast on Fox UK.

One ad mocks a group of elderly people with the voiceover: “Spotting the undead at the local casino is a tricky business.”

A separate TV spot shows an ageing man struggling to move. “He’s been cleaning that spot since 1904”. Another clip suggests rigor mortis might have already set in with one older man.

A middle-aged woman is also shown as the question is posed: “Is she a zombie?”

George McNamara, director of policy at Independent Age, said: “What may be funny to a room full of presumably young advertising staff is crass and utterly disrespectful. It’s time to be more creative and put these inaccurate stereotypes behind us.”

Caroline Abrahams, Charity Director at Age UK, added: “Negativity about ageing and older people is pervasive in our society. We know that ageism can lead to discriminatory treatment. Older people are equal members of society and should not be subjected to ageist attitudes, stereotyping or conduct.”

Twitter user Ashley Chambers said the ads were “disrespectful to the elderly”.

Another said: “There’s a line and Paddy Power often cross it. The older generation need respecting rather than have fun made of them.”

A spokesperson for Ofcom said four complaints had been made. “We are assessing these complaints against our broadcasting rules, before deciding whether or not to investigate.”

The latest controversy comes after the Irish bookmaker was criticised for a newspaper ad urging punters to “Always bet on black” ahead of Floyd Mayweather’s boxing match with Conor McGregor in August.

The Advertising Standards Authority (ASA) upheld nine complaints and said the wording “was likely to cause serious offence on grounds of race.”

Paddy Power have a long history of controversial ad campaigns.

In 2014, an Oscar Pistorius-related promotion offered “money off if he walks,” in reference to the athlete’s murder trial. It drew 5,525 complaints.

Paddy Power was contacted for comment.