ITC rules on "misleading" NatWest ads

elevision regulators have ruled that a recent ad from the high-street bank NatWest is misleading after complaints from consumers.

elevision regulators have ruled that a recent ad from the high-street bank NatWest is misleading after complaints from consumers.

The ads, aired last summer, were made following the disastrous PR suffered by NatWest's rival, Barclays, which embarked on a global branding campaign as it closed a number of rural and high-street branches.

But the Independent Television Commission ruled that M&C Saatchi's NatWest ads, which focused on claims that its branch closure programme had ceased and it had abolished monthly fees on personal overdrafts, were misleading after 18 people complained.

The ITC also ruled that the controversial TV spot for the Reef alcopop brand, created by Roose & Partners, was "inappropriate" in featuring a group of feisty women performing a dance similar to the New Zealand Maori haka.

Banning the ad from broadcast, the ITC said the ad's strapline "Go Native" could have been insulting, if, as the majority of complainants had understood, it implied that after drinking Reef, consumers would behave like the Maori people.

But despite 46 complaints from consumers, St Luke's ads for Ikea, which showed a supervisor suggesting staff smelt their and their colleagues' armpits to understand the company's "integrity", were not considered unfit for broadcast.



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 Campaign's relaunch 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).