Shepherds Friendly, the risk carrier for life insurance company DeadHappy, has written to its client to "remove" a "distasteful" advert from social media.
It has also said it is investigating the matter further.
As an insurance carrier, Shepherds Friendly is the company that provides insurance coverage for DeadHappy.
After FTAdviser broke the news that DeadHappy had put out an advert on social media which featured serial killer Harold Shipman, Shepherds Friendly wrote to DeadHappy.
We are committed to our values and this does not align with them.Shepherds Friendly spokespersonA spokesperson from Shepherds Friendly said: "We have expressed our view to DeadHappy that the advert distributed on social media on Monday 23rd January featuring Harold Shipman was distasteful and inappropriate.
"We are committed to our values and this does not align with them. We asked DeadHappy to remove the advert immediately and are currently investigating this matter further."
After the advert was published, a relative of one of the victims of Shipman said he had been greatly upset to see the advert bandied around social media.
He said: "As someone whose relative was murdered by Harold Shipman, your latest advert utilising his image is despicable and unacceptable."
Referencing the Advertising Standards Agency, which has taken insurance companies - including DeadHappy - to task for offensive and inappropriate adverts, the relative added: "I hope you enjoy yet another judgement from the ASA and change your practices."
The ASA has told FTAdviser more than 50 complaints had been raised within the 24 hours since the advert (seen in full, below) first appeared on Facebook.
A spokesman for the ASA said: "Complainants argue that the use of Harold Shipman’s image is offensive.
"We’ve taken careful note of the serious concerns being raised about this ad and we’re reviewing complaints to determine whether there are grounds for further action."
When FTAdviser first broke the story, Andy Knott, chief executive of DeadHappy, explained: "The industry likes to call DeadHappy a disruptive life insurance company. This isn't why we exist.
We’re not simply disruptive, we’re just trying to make better products in order to close the gap.Andy Knott, DeadHappy"There are 8.5mn adults in the UK that potentially need (or hopefully even want) life insurance protection, but currently remain unprotected.
"Being provocative is different to being offensive and it is of course never our intention to offend or upset people. It is our intention to make people stop and think.
"The industry call this ’the protection gap’, and the unfortunate reality is that it's growing daily. We’re not simply disruptive, we’re just trying to make better products in order to close the gap."
The company has been asked to comment on the growing numbers of complaints, including the comments from the relative.
simoney.kyriakou@ft.com
