It seems it has always been the case that attempts to stop the public seeing something only ever increases the publicity generated. Just ask Ryan Giggs - named this week as the fooballer behind a high court injunction, to the surprise of absolutely nobody.
Channel 4 Dispatches also received a welcome boost to its likely viewing figures this week after ticket resale site Viagogo failed in its attempts to stop the channel airing the investigation into its business practices. Cue a great piece of publicity on the Guardian's website, teeing the programme up nicely just hours before it aired.
But it works both ways and there are also those businesses and individuals who appear to court the publicity which can result from regulatory or public criticism.
The company no doubt planned for a scenario where the advert got the all clear but Paddy Power also knows from experience that the closer it gets to the fine line between what's allowed and what isn't there will be benefits whatever happens.
Get banned and the company gets the kind of coverage that money literally cannot buy - while having to write off an advert that looked a fairly inexpensive affair. Don't get banned and it just gets the ad slots it's paid for while stirring controversy with every airing.
Paddy Power may not lose much sleep about the people his advert has angered. Adverts based on jokes about blind men mistaking a cat for a football or punters getting confused about transgender people are almost certainly not meant to appeal to all.
Gambling is one of the most competitive industries in the UK and in the run up to horse racing's big festivals of Cheltenham and Aintree, there will be plenty who think a bookmaker who is famous for making injudicious decisions sounds like a bookmaker worth knowing.
Ryanair this month earned saturation media coverage when adverts featuring stewardesses in their underwear were banned and branded sexist.
From news bulletins on BBC Radio to a big splash (featuring the pictures of course) in the Daily Mail, this controversy reached an audience that Ryanair's own advertising budget could only dream of, because such tactics achieve what brands have always wanted to do - climb out of the ad space around the story and become the story themselves.
And the engineered 'ban' as a PR stunt certainly appears to be spreading by the day.
Hollywood and the showbiz media are abuzz with news that Sacha Baron Cohen (remember him?) may or may not have been banned from the Oscars over fears he'll turn up in character as The Dictator - a character in his latest movie.
I confess I didn't even know he had a new film out until I read about this apparent ban. I wonder who tipped everybody off.