Paddy Power's controversial Oscar Pistorius advert has become the most complained-about UK advert of all time, with more than 5,200 complaints so far, the Advertising Standards Authority said.
Paddy Power's controversial Oscar Pistorius advert is to be withdrawn with immediate effect, after the Advertising Standards Authority received an "unprecedented number of complaints."
The ad, which offers "money back if he walks" or is found not guilty of killing girlfriend Reeva Steenkamp featured a photograph of Paralympic gold medallist Pistorius, mocked up as an Academy Award statuette.
A spokesman for the advertising watchdog said: "We consider the ad may be seriously prejudicial to the general public on the ground of the likely further serious and/or widespread offence it may cause.
"We are also concerned that the good reputation of the advertising industry may be further damaged by continued publication of this ad."
The Advertising Standards Authority (ASA) has launched an investigation into an ad by bookmaker Paddy Power guaranteeing to refund losing bets if South African athlete Oscar Pistorius is acquitted of murder.
46 complaints were made to the ASA about the promotion, which appeared in newspapers and on social media.
A petition on Change.org has also been signed by more than 115,000 people.
A spokesperson for Paddy Power said: "Despite the ASA announcing their investigation, we stand by our decision to run this betting market and publicise it to punters."
An advert from bookie's Paddy Power which offers money back to customers if Oscar Pistorius "walks" free from his murder trial has sparked fury.
The controversial advert features a photograph of the Paralympian mocked up as an Academy Award Statue and reads: "It's Oscar Time. Money Back If He Walks. We will refund all losing bets on the Oscar Pistorius trial if he is found not guilty."
Groups have labelled the ad as "sick" and called for any money raised so far to be donated to groups which tackle violence against women.
Holly Dustin, director of End Violence Against Women said: "They are making a game out of murder and the brutal killing of a young woman which is unacceptable.
"It is not just that this is a bit sick - it also actually contributes to a culture in which violence against women is trivialised or made into a bit of a joke."
Paddy Power said the firm have "no intention at the moment" of taking the advert down and said they offered odds because "everyone is interested and intrigued" by the case.