Paddy Power has a history of using controversial marketing techniques and has, over the past few months, produced a series of “Fan Denial” videos – usually nowhere near as controversial as some of its past campaigns.

However, following Arsenal’s FA Cup final win over Chelsea, a term was included from social media which was considered to be homophobic.

Anti-discrimination charity Kick It Out, as well as several fan groups, criticised the video, prompting its removal.

Paddy Power later said “it does not condone the use of such derogatory terms.”

Kick It Out chairman Sanjay Bhandari said: "An advert like this is designed to provoke and does nothing to further inclusion in football.

"All it will do is encourage people to keep using this hideous language, not just on social media but in matches too."