A pair of UK online gambling operators have been forced to issue public mea culpas for their ill-fated attempts to mimic Paddy Power’s legendarily cheeky marketing tactics.

On Friday, UK betting firm BetBright sent its customers a promotional email with a Good Friday-themed betting offer. The ad suggested that Jesus Christ “would probably frown on you betting on a holy day, but he’s been dead years.” The email went on to say punters shouldn’t let the Son of God “spoil your fun on your day off” because he “probably won’t mind anymore.”

Reaction to the email was swift and largely negative. While a few punters took the joke in stride, others reported being seriously offended. The latter group clearly missed the irony of their outrage, as Christ was renowned for His willingness to forgive those who trespassed against Him.

Within hours of the email’s release, BetBright marketing director Brian Farrell issued a formal apology, calling the Good Friday reference “inappropriate” and clarifying that the company “do not support and will not tolerate derogatory references of any manner.” Farrell assured punters that the company had taken steps to ensure against a repeat occurrence.