A life insurance advert has triggered widespread disapproval and outrage online for including prolific serial killer Harold Shipman. The ad, by DeadHappy, features an image of the murderer, who was from Bestwood, Nottingham, along side the words "life insurance: because you never know who your doctor might be."
A great-grandson of one of Shipman's victims has branded the advert 'despicable and unacceptable', with many people taking to social media to vent their anger. Tim Hill, a relative of one of Shipman's victims, tweeted: "As someone whose relative was murdered by Harold Shipman, your latest advert utilising his image is despicable and unacceptable.
"I hope you enjoy yet another judgement from @ASA_UK and change your practices. Beggars belief this was signed off. I've seen some of their shock tactics before as I'm clearly in their target audience but this is obscene."
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A tweet by Kathryn Knowles, founder of insurance broker Cura, said she would be reporting the advert to the Financial Conduct Authority and the advertising watchdog. As reported by the MEN, She wrote: "There is a firm that is promoting life insurance using the picture of a mass murderer to promote their services.
"Please know that many of us in insurance find this beyond despicable." Another person, @ChanandlerMrsB, posted: "Deadhappy life insurance. Can standards be any lower? To say this is in poor taste is a massive understatement."
@Emmathomson29 added: "It’s absolutely appalling, with no consideration for the loved ones of those who were murdered." @Stuartbparish commented: "I think I tried making a ‘shock’ advert like this in my first year studying advertising in uni. The tutor immediately shut the idea down… Fine line between being dead clever and dead f****** stupid, isn’t there @deadhappy #advert #advertising."
In a statement, DeadHappy founder, Andy Knott, said: "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. We will now go away and immediately review all of our current and future marketing campaigns to ensure that we learn from this mistake."
Harold Shipman is considered to be one of the most prolific serial killers in modern history. He was convicted of the murders of 15 of his patients under his care in 2000.
However, it is thought he may have killed many more - possibly up to 250 victims during his time working in Greater Manchester. He died in 2004 after being found in his prison cell.
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