ITC backs Peugeot 306 ads

Epileptic seizures, handguns and child abuse in TV ads all attracted criticism from viewers according to the latest Television Advertising Complaints report from the Independent Television Commission.

Epileptic seizures, handguns and child abuse in TV ads all

attracted criticism from viewers according to the latest Television

Advertising Complaints report from the Independent Television

Commission.



Euro RSCG Wnek Gosper’s current work for the Peugeot 306 drew censure

for showing scenes of a couple enjoying a second honeymoon. The ads

feature the couple pillow-fighting, dressing in rubber, playing with a

shop mannequin in underwear and squirting a water pistol at each

other.



Viewers complained that the material was too explicit for early evening

viewing and that the use of a pistol, which the couple’s child is later

seen pointing at his mother’s head, was insensitive in the light of the

Dunblane massacre.



However, the ITC ruled that transmission times were within guidelines

and the use of the water pistol wasn’t open to serious objection. The

complaints were not upheld.



Concern for advertising’s effect on children was also at the centre of

complaints against a commercial for the Childline Appeal by J. Walter

Thompson. The fund-raising ad shows a child trying to dial the Childline

number. As he tries to get through, bruises, a black eye and cigarette

burns appear on the child’s body.



Viewers objected to the graphic nature of the ad and complained that

young children were frightened by the imagery. Two adults said that the

ad rekindled unpleasant memories.



The ITC upheld the complaints and suggested a post-7.30pm time

restriction.



Epileptic seizures featured in complaints against three ads. Vertical

black and white lines in BMP DDB’s ad for Marmite and flashing lights in

Boots No 7’s ’black’ and ’red’ cosmetics work from St Luke’s triggered

seizures in some viewers. At the same time, an IMP spot for Texaco Clean

System was censured for what some viewers considered to be an

insensitive and mocking reference to an epileptic seizure.



All three complaints were upheld by the ITC.



The ITC’s decision to allow an ad for the Church of Scientology on to TV

attracted objections from 56 viewers. But the ITC decided that there

were no grounds for disqualifying the ad.



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