Ladbrokes accused the advertising watchdog of excessive political correctness after it was ordered to pull television commercials for linking gambling to recklessness.

Gambling companies were allowed to advertise on television and radio from September. But their advertisements are more closely monitored than most other marketing and have to comply with stringent rules aimed at preventing problem gambling and protecting children. A single viewer objected to two commercials in the bookmaker’s campaign for its gambling website ladbrokes-casino.com, which carried the strapline “Quench your thrill buds”.