An email newsletter from English ski-wear company SkiWear4Less (or Ski Warehouse? definitely ski something) has been banned by the U.K.’s Advertising Standard’s Authority, whatever that means, for including Natasha Richardson as a bid to sell more ski helmets. Huh. It is weird that a discount retailer did something that was not classy. From E! (the world’s finest and apparently only news source) via FilmDrunk:

The mass-mailer featured a photograph of the star and offered details of her passing alongside a strong sales pitch.

“The actress fell and hit her head during a supervised ski lesson on a nursery slope. She was not wearing a helmet at the time,” the notice said. “As a ski retailer and ski enthusiasts, our thoughts go out to the family during this tragic time,” it said. “We hope this doesn’t discourage future skiers from participating in this exciting and invigorating sport. To encourage the wearing of ski helmets, we have reduced the prices of both kids and adults ski helmets and are offering FREE POSTAGE on all ski helmets.”

The company claims the notice was a newsletter–not promotional material–and was sent in response to Liam Neeson’s wife’s passing. The ASA determined that the intent was to sell helmets and said sensitive events should be handled with more care. They concluded that the email should not be used again.

Right, totally not a sales pitch. The reason FREE POSTAGE is in ALL CAPS is for SAFETY and COMMUNITY AWARENESS. GeniusWear4Less. Something tells me those guys wear helmets all the time, to protect their powerful brains.

Hold on. Let me just check something real quick. Is the world still a terrible place with dangerous monsters squeezing blood out of all the stones? It is? Perfect. Carry on.