ASA clears Irn-Bru but attacks ads for nurses

AG Barr, the soft drinks manufacturer, has been cleared by the Advertising Standards Authority of demeaning breastfeeding and motherhood in a poster which features a nipple-sucking baby and the caption, ’Mmmmm, Mum’s been at the Irn-Bru again’.

AG Barr, the soft drinks manufacturer, has been cleared by the

Advertising Standards Authority of demeaning breastfeeding and

motherhood in a poster which features a nipple-sucking baby and the

caption, ’Mmmmm, Mum’s been at the Irn-Bru again’.



Thirty-four people complained to the ASA that the ad, produced by the

Leith Agency, was offensive. But the advertising watchdog this week

threw out the objections, saying that the image would be seen as

humorous by most people.



However, the ASA has carpeted the Department of Health for publishing

misleading wage figures in advertising to recruit nurses for the

hard-pressed NHS.



The Saatchi & Saatchi-produced national press campaign claimed that up

to 75 per cent of London nurses and two-thirds of all qualified nurses

would earn more than pounds 20,000 after an upcoming pay rise.



The ASA has warned the Department not to repeat the claim after being

told that the proportions included part-time nurses whose earnings had

been rounded up to the full-time equivalent.



Meanwhile, Peugeot has withdrawn national press advertising for its 206

Gti model after complaints by road safety lobbyists and a rival

manufacturer that, by carrying the line, ’Now you see it. Now you

don’t’, it was an irresponsible encouragement to speed.



Nissan, the Royal Society for the Prevention of Accidents and the

Cambridge Cycling Campaign objected to the ads. One ad featured the

splash from a roadside puddle frozen in mid-air but with no car to be

seen.



The ASA has cleared Hyundai of similar charges relating to a Leagas

Delaney poster for the F2 Coupe Evolution which showed a car traveling

on a country road against a blurred background. It carries the caption,

’Get your kicks on the A796’. Hyundai argued that the ad was intended

only to emphasise the enjoyment of driving the car.



The ASA has also backed Birds Eye Wall’s after complaints of offensive

and intimidating advertising on a poster for Golden Chiplets.



The poster, produced by Ammirati Puris Lintas, carried the message:

’Boredom breaker. Try to imagine the person nearest this poster naked.’



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).