Georges Laraque Ad Lands Him in the Penalty Box

Georges Laraque of the Montreal Canadiens  apologized for appearing in an internet only advertisement for alcoholic beverage Octane 7.0 shown below.

The NHL and women's groups and have expressed their displeasure with the ad.

League officials sent The Canadian Press a copy of Article 25.1 of its collective bargaining agreement with the players' union that states no player can sponsor or endorse an alcoholic beverage. Asked whether Laraque might be punished, the league said there would be no further comment.
 
"This is one more example of sexist advertising," said Alexa Conradi, of the Federation des femmes du Quebec, the province's most prominent women's group. "Why is it that when we're trying to market a campaign toward men aged 20 to 35, we always use this kind of ad? What does that say about our concept of masculinity? [AP]
 
Laraque said he did not know what he was advertising when he arrived for the television shoot and that he only agreed to do it because it offered a lucrative payday for charity.
 
In his apology Georges vowed to to help a women's rights group to make up for his appearance in the ad.
 
In all sincerity, is there a better guy than Georges Laraque?
 
I can understand that women's rights groups would not approve of the overall message, but it's not the first time the objectification of women has been used in advertising is it?
 
Instead of defending himself, or denying that he had anything to be sorry about, Laraque apologized and then went the extra mile to make it up to anyone he offended.
 
As far as the CBA though, next time Georges will be a little more thorough! If he didn't know what he was advertising, would it not be reasonable to expect him to tell the organizers, that he can do most any ad unless its for alcohol?
 
Laraque should pay a price for violating the CBA, and he will learn a lesson from it.  However, we all could learn from Georges Laraques' example of how to handle controversy with sincerity and class!