FCA restricted DeadHappy's ads after its Harold Shipman life-insurance joke

DeadHappy, a Leicester-based life insurance firm, ran a social media campaign on January 23, 2023 using a photograph of Harold Shipman - the GP believed to have murdered up to 250 patients in Hyde, Greater Manchester, one of the most prolific serial killers in modern history - alongside the line: 'Because you never know who your doctor might be.' The ad drew widespread condemnation, including from relatives of Shipman's victims.

The Financial Conduct Authority intervened. A ruling effective January 31, 2023 stated the company 'must cease to communicate any further financial promotions that have not received prior approval' - meaning every future advert would need clearing by Shepherds Friendly, the risk carrier that provides insurance for DeadHappy's policies. The Advertising Standards Authority was separately reviewing more than 50 complaints about the advert.

DeadHappy removed the image in response to complaints. Founder Andy Knott said the firm had used it 'in our attempt to be provocative and make people really stop and think about their need for life insurance,' and conceded: 'we have made a mistake and for this we apologise. We will now go away and immediately review all of our current and future marketing campaigns to ensure we learn from this mistake.'

FCA order from January 31: no financial promotions without prior approval from risk carrier Shepherds Friendly; 50+ ASA complaints

The campaign deliberately built a sales hook around one of Britain's worst serial killers.

Relatives of Shipman's victims were among the loudest critics of the advert.

The underwriter publicly called the ad 'distasteful and inappropriate' and demanded its removal.

The FCA's response - prior approval for all promotions - put the insurer's marketing under outside control, a direct commercial restriction.

Shock marketing in a regulated industry answers to your regulator, not just your audience - provocation needs a license.

Shepherds Friendly said it was 'ensuring those requirements are complied with' and had given DeadHappy feedback on its expectations for future conduct. DeadHappy apologized and promised a review of all current and future campaigns. The ASA's review of the 50+ complaints was ongoing as of February 1, 2023.