Madam, - A recently launched publicity campaign by Paddy Power bookmakers ridicules and exploits an image of the Last Supper. I wish to strongly object to this advertisement for a number of reasons.
The Advertising Authority of Ireland's (ASAI) Code of Advertising Standards, published in 2001, states that: "advertisements should respect the dignity of all persons and should avoid causing offence on grounds of. . .religion" (Code 2.14).
Code 2.16 states that: "To avoid causing offence. . .advertisements [ should]. . . not ridicule or exploit religious beliefs, symbols, rites or practices".
Clearly Paddy Power has disregarded the ASAI's code in its pursuit of publicity. It seems that religion has become fair game when it comes to promoting one's commercial agenda. An unfortunate consequence of objecting to this poster is that it gives this commercial initiative even more publicity. However, the importance of the Eucharist to the Catholic Church means that the advertisement cannot go unchallenged.
The image in the poster is an insult and is offensive to Catholics because the celebration of the Eucharist is the core of the faith and the life of the Church. The celebration of the Eucharist at Mass is a re-enactment of the Last Supper when Christ took bread and wine and identified Himself with them, changing them into His body and blood. Furthermore, the Last Supper is the institution of the priesthood. When a priest celebrates Mass, the bread and wine are changed into the body and blood of Christ and this also represents His sacrifice on the cross on Calvary.
The Eucharist is at the heart of the life of the Church, drawing the Catholic community together; it deepens our relationship with Christ and spiritually rejuvenates the faithful to live out the challenge of the Gospel in our daily lives.
In October 2004 the Late Pope John Paul II inaugurated 2005 as the "Year of the Eucharist" for the Catholic Church around the world. This special year ends this week with the start of the Synod of Bishops in Rome, attended by 256 synod fathers from 118 countries. The synod, by its counsel, assists the Pope in his government of the universal Church. The synod's theme is: "The Eucharist - source and summit of the life and mission of the Church".
While humour is an integral part of our natural make-up, it shouldn't be at the expense of what others hold dearly. Paddy Power should reflect on the significance of the subject matter of this publicity campaign and do the right thing by removing the posters immediately. - Yours, etc,
Bishop JOSEPH DUFFY, Chairman, Communications Commission, Irish Episcopal Conference, Maynooth,Co Kildare.