A prominent bookmaker has accepted the findings of the Advertising Standards Authority for Ireland (ASAI) after the watchdog upheld a complaint from the Gaelic Players Association (GPA).

The players body, who appointed Dublin wing-forward Paul Flynn as their new CEO this week, made the complaint on behalf of two Dublin players and one Mayo player, whose images were used without their permission by Paddy Power in an advertisement in a Curragh racecard a week before last year's All-Ireland final.

According to The Sunday Times, Paddy Power contested the complaint, citing the fact they paid a fee to the sports agency that own the copyright on the images, and their advertisement was for a product that concerned the subject - namely Gaelic football betting markets.

The ASAI rejected this argument.

The players sought no compensation and GPA financial controller Matt Hoban was satisfied with the ruling.

"We've spent a hell of a lot of time and invested a lot of money and resources in educating players on gambling," he told the Sunday Times. That was why our stance was particularly strong on this one."