ASA issues warning against provocative ’teaser’ campaigns

Advertising watchdogs have issued a warning about the growing use of daring creative treatments in teaser campaigns, amid concerns that some are becoming offensive and irresponsible.

Advertising watchdogs have issued a warning about the growing use

of daring creative treatments in teaser campaigns, amid concerns that

some are becoming offensive and irresponsible.



The call for greater sensitivity comes from the Advertising Standards

Authority, which has backed 34 complaints about a poster which claimed

that ’61 per cent of children aged 12 have had sex’.



The ASA’s action follows concern over other ’teasers’, including a

direct mailing which caused uproar in one home because it appeared to

come from the recipient’s exotically named lover.



’Most people enjoy a good joke,’ the ASA report reads. ’But advertisers

should take care to consider the effect of the individual elements of a

teaser campaign if they are seen in isolation.’



The controversy has been given fresh impetus by an Ogilvy & Mather

campaign which used the exaggerated under-age sex claim as part of

series of ads to publicise a national debate about social issues. The

plan was to run the posters for a week before covering their provocative

messages with the line: ’The statistics of the future haven’t been

written yet. Don’t let someone else write them for you.’



The ASA ruled that phoney facts about a subject on which people were

sensitive were not sufficiently exaggerated to make them unbelievable

and might make children vulnerable to peer pressure to have under-age

sex.



Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

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).