Paddy Power has decided to scrap a new ad featuring former UK Prime Minister Boris Johnson making a joke about Brexit. [Image: Shutterstock.com]

Paddy Power built its business using guerrilla marketing tactics, never shying away from controversy with its creative campaigns. It now looks like it finally went a step too far after the Flutter Entertainment-owned company scrapped an ad for Euro 2024 featuring former UK Prime Minister Boris Johnson because of backlash from staff members.

did not rule out future collaborations with Johnson

The employees raised concerns about featuring such a divisive figure and making a joke out of Brexit. In a statement, Paddy Power said that it wouldn’t proceed with the campaign, but did not rule out future collaborations with Johnson.

Paddy Power planned to have Johnson in an England jersey facing away from the camera before saying “I told you I would get us back in Europe,” a reference to his efforts to get Britain to leave the European Union (EU). The politician famously said in 2023 that Britain would “never, repeat never” re-join the union.

The Dublin-based gambling operator will now have to think of something different to head up a busy summer with the Euro 2024 soccer tournament and the Olympics.