The UK's Advertising Standards Authority has struck again, this time pulling a pair of ladbrokescasino.com advertisements (seen above) depicting daredevil stunts leading to death and concluding with the line, "If only he'd seen ladbrokescasino.com it would have quenched his thrill buds."

The ads, which involve a shark attack and a skydiver plummeting downwards, "portrayed gambling in a context of toughness, and linked it to excessive risk taking and reckless behaviour" according to the ASA.

Ladbrokes wasn't happy with the ruling saying in a statement that it was an improper disciplinary action taken by the ASA.

"Ladbrokes fully supports the code of practice relating to gambling advertising but this ruling is an example of political correctness going too far," said Ladbrokes' managing director of Remote Betting and Gaming, John O'Reilly.

"We believe the ads are compliant as they are humorous and show people in fantastical situations to which no one would aspire. Consumers know that you cannot jump from a plane using a 30g pack of crisps as a parachute!"

The ads were produced by the online gambling company and ad agency M&C Saatchi and Ladbrokes is emphatic that all ASA rules and regulations were followed during the creation process.

The guardian.co.uk reports that Ladbrokes has requested a review of the ruling.