DeadHappy has issued an apology after its advert using the image of infamous serial killer Harold Shipman prompted more than 50 complaints to the Advertising Standards Authority (ASA).
The life insurer also pledged to rethink its present and future marketing strategies and has received a strong rebuke from Shepherds Friendly which underwrites the policies.
DeadHappy is known for its controversial advertising approach and earlier this week stood behind its latest advert, which used the image of Shipman to promote its services with the tagline: “Life Insurance. Because you never know who your doctor might be.”
When contacted by Health & Protection, the ASA revealed it was was reviewing more than 50 complaints about the ad.
“Complainants argue that the use of Harold Shipman’s image is offensive,” an ASA spokesperson told Health & Protection.
“We’ve taken careful note of the serious concerns being raised about this ad and we’re reviewing complaints to determine whether there are grounds for further action.”
Shipman is thought to have murdered up to 250 people during his time as working a GP in Hyde, Greater Manchester.
Health & Protection contacted DeadHappy about the level of complaints received by the ASA and was referred to a statement from company founder Andy Knott apologising for the advert.
“In our attempt to be provocative and make people really stop and think about their need for life insurance, we have made a mistake and for this we apologise,” Knott said.
“We will now go away and immediately review all of our current and future marketing campaigns to ensure that we learn from this mistake.”
Shepherds Friendly which underwrites policies sold by DeadHappy also told Health & Protection that the advert was “distasteful and inappropriate”.
The mutual said in a statement: “We have expressed our view to DeadHappy that the advert distributed on social media on Monday 23 January featuring Harold Shipman was distasteful and inappropriate.
“We are committed to our values and this does not align with them. We asked DeadHappy to remove the advert immediately and are currently investigating this matter further.”
It added that DeadHappy has regulatory responsibility for marketing, promotions, sales and servicing, while Shepherds Friendly underwrites the life policies meaning it provides the financial resources and capabilities to pay claims as they arise.