A life insurance company have been forced to apologise for a grim Harold Shipman advert which told people they should take out a policy 'because you never know who your doctor might be'.
Firm DeadHappy posted an advert on facebook with the twisted doctor's image alongside the 'despicable' text.
They have now been reported to the Financial Conduct Authority, as well as the advertising watchdog following the backlash.
Cold-blooded serial killer Shipman was responsible for at least 250 deaths in the 1990s.
The twisted doctor mainly targeted elderly women, with 80 per cent of his victims female OAPs, but it's thought his youngest victim could have been only four years old.
But that didn't stop the company using the dead former medic's image to push their products.
The ad was quickly slammed on social media as Kathryn Knowles, founder of insurance broker Cura, says she has lodged official complaints.
A member of one of Shipman's victims say the advert and hit out.
Tim Hill said on twitter" "As someone whose relative was murdered by Harold Shipman, your latest advert utilising his image is despicable and unacceptable. I hope you enjoy yet another judgement from @ASA_UK and change your practices."
On facebook, another wrote: "WOW. DeadHappy way to get people talking about your product. Shame it included a mass murdering Doctor."
DeadHappy founder Andy Knott says he accepts the advert was 'provocative' - but said the idea behind it was to raise awareness of the need for life insurance.
"It is our intention to make people stop and think. If however you have been personally distressed by this advert we do sincerely apologise," he told the Telegraph.
"We do take risks with our brand and sometimes we may step over the line, whatever or wherever that line may be, and whoever chooses to draw it."
Ms Knowles, who says she was 'absolutely disgusting' by it and has made a report to the ad authorities.
“I just don’t see how anyone in their right mind could have thought this was the right thing to do,” she was quoted by the publication as saying.
“People within our industry are appalled, absolutely appalled.”
