Paddy Power Rewards advert featuring Rhodri Giggs, brother of former footballer and now manager Ryan Giggs, has been banned for suggesting gambling could help achieve financial security and boost self-esteem.

Five viewers complained that scenes of Rhodri Giggs asking for Champagne and driving a sports car glamorised gambling and suggested it was a way of achieving a good standard of living.

The ASA noted that the ad’s closing sequence featured Rhodri Giggs saying: ‘Loyalty gets you nowhere, live for rewards instead,’ a reference to his brother Ryan’s eight-year affair with his ex-wife.

The ASA said: ‘We considered that created the impression that Rhodri was no longer defined by the alleged affair and that he had moved past his ‘loyalty’ and was now reaping the rewards, both financially and in terms of his own self-image.

‘The ad implied viewers should follow his example, and that their route to doing so was joining Paddy Power’s Rewards Club. For that reason, we considered the ad implied gambling was a way to achieve financial security and improved self-image, and we concluded the ad was irresponsible.’