'Bloody' Sky TV is given early evening boot

- A commercial for Sky Television has been banished from early evening TV screens because the script uses the word "bloody".

- A commercial for Sky Television has been banished from early evening TV screens because the script uses the word "bloody".

The Independent Television Commission has bowed to complaints about the ad being screened when children are watching and has ordered it to not to be aired before 9pm.

Forty-eight viewers complained about the ad, produced by M&C Saatchi as part of a campaign to convince potential subscribers that Sky offers more than just wall-to-wall sport (Campaign, 17 April).

The message is delivered by members of the public who are asked to relive their favourite movie moments. In one of the commercials, a taxi driver mimics Michael Caine's famous line from the Italian Job, "You're only supposed to blow the bloody doors off".

The ITC has thrown out complaints that the use of the word "bloody" in the ad was unacceptable, claiming that it was a relatively mild swear word which was not inherently offensive and had been used in a relevant context. But it ordered that the commercial should not be screened before the 9pm watershed because parents were entitled to expect that TV advertising should not appear to endorse or encourage swearing.

Meanwhile, the ITC has ordered the withdrawal of a commercial for Cadbury's Creme Eggs after fears that its flashing sequences could trigger epileptic fits.

The ITC found that the film, produced by TBWA GGT Simons Palmer, contained a sequence that flashed at a rate almost three times higher than that permitted by the guidelines.


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