AACE chairman Tony Moore went on to call the ad - which depicts a jockey falling from his horse alongside the slogan ’Long shots are only long shots until the favourites fall’ - "absolutely sickening".
"They [Betfair] are saying “Don’t worry about horses breaking their legs and being shot," he continued. "At least you might make a few quid out of it."
Betfair spokesman Tony Calvin responded by saying that the term ’falling’ was being used metaphorically, not literally, adding "The message we are trying to put across is that the odds change throughout the race, according to horses failing to perform as expected. "We certainly had no intention of glorifying any potential danger to either horses or jockeys," he concluded.