Paddy Power is known for its irreverent and sometimes offensive bets. It once installed a bookmaker in St Peter’s Square to take bets on the outcome of the next papal race and, despite being escorted away by Vatican security, the Dublin-based bookie still managed to collect a handsome sum.

Yesterday the smile was wiped from Paddy’s corporate face as the company was fined £490,000 by the Gambling Commission for sending promotional material to customers who had excluded themselves from gambling.

The entity that was fined was PPB Counterparty Services, the parent of Paddy Power and Betfair, although this was only a Paddy Power issue.

The breach took place in November 2021, when Paddy Power’s app distributed an offer with enhanced odds on a Premier League