Channel 4 slammed for "irresponsible" ad

The Advertising Standards Authority has slammed a poster for Channel 4's Cutting Edge documentary series after complaints from The Samaritans.

The Advertising Standards Authority has slammed a poster for Channel 4's Cutting Edge documentary series after complaints from The Samaritans.

ASA said the charity objected to the ad, claiming it could encourage people to commit suicide. The poster showed the legs and feet of someone looking over the edge of a high building, with a view down to the road below. The strapline was "Go on. Jump."

The ad was for a programme about "base jumping", the extreme sport in which adrenaline-seekers jump from high buildings wearing parachutes.

Channel 4 said it had tried to be innovative in advertising the programme, and stressed it did not believe the poster condoned or encouraged suicide.

The Samaritans said the poster was "graphic and shocking". The poster also received complaints from Camden Council, which said its position on walls opposite tower blocks in the borough was "insensitive and irresponsible".

The ASA reminded advertisers that its codes prohibited them from encouraging dangerous practices.

The Authority also upheld a complaint about an ad for Honda cars. A consumer complained a national press enquiry was misleading because it promised more reductions than were available. Honda has since withdrawn the ad.



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