— Paddy Power (@paddypower) June 7, 2014
Notorious bookmakers Paddy Power came under a barrage of criticism for their latest marketing stunt - but had the last laugh.
The Irish bookies apparently laid waste to tranches of the Amazon rainforest to spell out a good luck message to England ahead of the World Cup finals.
The destruction of the Amazon rainforest is a subject which has engaged millions around the world with the natural habit of a multitude of species of plant and animal at threat.
And Paddy Power's decision to make light of the controversial topic inevitably saw them attract criticism.
so paddy power chopped down a large swathe of rain forest for nothing more than a publicity stunt.. what the hell is wrong with people — Lizzie Hayton (@Lizzie_Hayton) June 8, 2014
@paddypower Thinking about how terrible people you are.
— Lizard King (@Riilu_Toylizard) June 8, 2014
@paddypower Am off to destroy an amazon rainforest Need any messages cut into it?
— McGrath ™ (@noelmcgrath72) June 8, 2014
However, the bookies later revealed that the picture was in fact an elaborately-generated computer fake.
Of course, this is not the first time that Paddy Power have attracted controversy.
In March they had to drop an advert after opening a market on the outcome of the Oscar Pistorius trial, with the Paralympic hero accused of murdering his girlfriend, Reeva Steenkamp.
A petition was launched and groups opposed to domestic violence condemned the publicity stunt.
- Paddy Power