ITC cautions Sky over swearing in ad

A commercial for Sky Television has been banished from early evening TV screens because the script uses the word ’bloody’.

A commercial for Sky Television has been banished from early

evening TV screens because the script uses the word ’bloody’.



The Independent Television Commission has bowed to complaints about the

ad being screened when children are watching and has ordered it not to

be aired before 9pm.



Nearly 50 viewers complained about the ad, produced by M&C Saatchi as

part of a campaign to convince potential subscribers that Sky offers

more than sport (Campaign, 17 April).



The message is delivered by members of the public who are asked to

relive their favourite movie moments. In one of the commercials, a taxi

driver mimics Michael Caine’s famous line from the Italian Job, ’You’re

only supposed to blow the bloody doors off.’



The ITC has thrown out complaints that the use of the word ’bloody’ in

the ad was unacceptable, claiming that it was a relatively mild swear

word which was not inherently offensive and had been used in a relevant

context.



But it ordered that the commercial should not be screen-ed before the

9pm watershed because parents were entitled to expect that television

advertising should not appear to endorse or encourage swearing.



Meanwhile, the ITC has ordered the withdrawal of a commercial for

Cadbury’s Creme Eggs after fears that its flashing sequences could

trigger epileptic fits.



The ITC found that the film, produced by TBWA GGT Simons Palmer,

contained a sequence that flashed at a rate almost three times higher

than that permitted by the guidelines.



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