Sky Sports viewers were shocked to see an advert featuring the late Shane Warne air during coverage of the cricket.
Cricket fans were watching England's third Test match against New Zealand at Headingley when legend of the sport Warne appeared in an advert for a hair restoration company Advanced Hair Studio.
Warne died suddenly in March, aged 52, devastating cricket fans across the globe.
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Understandably, a lot of viewers thought it was in poor taste to continue airing adverts featuring the deceased star.
Taking to Twitter, one person wrote: "@SkyCricket do you really think it’s appropriate showing adverts during the test match which feature the late Shane Warne? Bit distasteful in my eyes…"
Another said: "Not sure you meant to run the Advanced Hair Studio ad today, considering Shane Warne is no longer with us. Have a word."
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A third added: "@SkySports still running hair ads with Shane Warne... really? #englandcricket"
Sky Media has since confirmed to LADbible that the advert has been removed from its schedule.
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In a statement, Advanced Hair Studio founder, Carl Howell, said the advert was still being run with the blessing of Warne's family.
He said: "Advanced Hair Studio is not advertising Shane Warne, Shane is only a segment of that TVC. Advanced Hair studio is advertising its 45-year history as a leader in restoration.
"For the last 17 years of that history, Shane has had a very close relationship with Advanced Hair Studio, now synonymous.
"We have his family's blessing as they know how close and synonymous Shane became with Advanced Hair."
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Warne passed away in Thailand on 4 March, with a post-mortem concluding he died of natural causes.
Warne was found unresponsive in his hotel room on the resort island of Koh Samui and could not be revived at a nearby hospital.
His body was transferred to the mainland for a post-mortem at a state hospital, and evaluations from Thai authorities concluded Warne died from a heart attack.
The news sparked grief among cricket fans, and the former leg-spinner was honoured at a state memorial service.
In his eulogy, his dad Keith said: "Friday March 4, 2022, darkest day in our family's life. It was a day that our son, Shane Keith Warne, was tragically and suddenly taken from us.
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"Our family lost a beloved son, a loving brother to Jason and a devoted father to Brooke, Jackson and Summer.
"The world lost a much-loved cricketing legend whose feats on and off the cricket field will go down in history for all time.
"Looking forward to a future without Shane is inconceivable. We do take comfort in knowing that Shane packed more in his life of 52 years, five months and 19 days than most people would in two lifetimes."
He added: "We are grateful the world loved our son as we did and thankfully touched so many lives in so many ways.
"Shane said of himself, 'I smoked, I drank, and I played a little cricket.'
"Mate, your mother and I can't imagine a life without you. You have been taken too soon and our hearts are broken. Thank you for all you did for us. And for being such a loving and caring son.
"Rest in peace. Love you, mum and dad."
Topics: Sport
Jake Massey