Due to employee outcry, Paddy Power has decided to pull the Boris Johnson ad from Euro 2024.

In response to employee criticism, Paddy Power has decided to shelve the Euro 2024 advertising campaign that included Boris Johnson.

"I told you I would get us back in Europe," the ex-prime minister, who led the Brexit campaign in 2016, was supposed to say while wearing an England jersey as part of the marketing.

Employees at the betting firm based in Dublin were uneasy with the plan, even if the campaign approved of it and Johnson was involved.

Staff members in the UK voiced their misgivings because there were concerns about endorsing a controversial figure like Johnson and using language that made fun of Brexit.

Paddy Power's parent company, Flutter Entertainment, said that Johnson's role in the Euro 2024 campaign would not go forward, despite their negotiations with his team regarding a possible cameo in the ad.

The company's representative said, "We have been speaking to Boris Johnson's team about a number of opportunities, one of which was an idea for a cameo role in a TV advert," and continued by saying that they are still planning to work with Johnson in the future.

Paddy Power has a history of contentious promotional stunts, and this choice is only the latest one. An advertisement depicting a visually impaired soccer player seemingly kicking a kitten and a viral video containing homophobic comments are just two examples of previous campaigns that have provoked outrage.

In addition, Boris Johnson was the target of an advertising campaign that Paddy Power ran in 2022.

As part of the campaign, Paddy Power used its advertising vehicles to mock Johnson. A fleet of trucks roamed the metropolis, showing digital messaging.

The advertising trucks bear the following messages: "Goodbye Boris," "It's Hard To Keep Up," and "Hello Boris?"