Horror film trailers on MailOnline and Vevo not irresponsibly targeted at children, rules ASA

The ad watchdog has disagreed that trailers for the film Paranormal Activity: The Ghost Dimension were irresponsibly targeted.

A pre-roll of the ad promoting the horror film featured on MailOnline before a video about boy band One Direction.

Another appeared on a playlist of pre-selected Disney and music lyric videos accessed through the Vevo app on an Apple TV.

One complainant to the Advertising Standards Authority questioned whether the ads were responsibly targeted given they appeared before videos that were likely to appeal to children.

But Paramount Pictures, which created the film and trailer, said that its agency MEC Global was asked to target those aged between 15 and 24 years old.

When contacted by the ASA, Associated News said that it did not think MailOnline appeals to children.

With regards to it appearing on Vevo, Paramount said that the campaign targeted particular artists it believed to be popular with its target audience. It also said that the complainant had been identified as 15 years old or older.

The ASA agreed with Paramount that the ads were not targeted to children on the MailOnline as it features current affairs content.

It also agreed that the complainant would have had to log into her Apple account to access the Vevo videos.


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