The Central Office of Information has come under fire for encouraging
people to experiment with guns in an ad for the Territorial Army.
The latest Advertising Standards Authority report attacks the Saatchi
and Saatchi poster - which showed a picture of a rifle with the
headline: ‘Dustmen, could you empty one of these?’ - on the grounds that
the ad was ‘likely to offend and encourage an anti-social attitude
The case highlights the sensitivity to the use of gun imagery in the
light of the recent Dunblane and Tasmania massacres.
The ASA report also records a host of complaints against ads for their
sexual content. Carlsberg Tetley has been upbraided by a church group
for an Arrol’s 80 poster showing a cartoon of a woman in her underwear
peering between her partner’s legs with a magnifying glass. The ASA
threw out the complaints, saying that the ad was unlikely to cause
Complaints about a Daihatsu ad that featured a man and five women in a
Daihatsu car with the strapline: ‘Picks up five times more women than a
Lamborghini’ were also rejected.
Meanwhile, Mirror Group Newspapers was attacked on two counts for its
reader offers. One front-page flash on the Sunday Mirror promised a free
CD, but did not state that other goods would be sent to readers on
approval. The other promotion, in the Daily Mirror, offered readers the
chance to sail to France twice for pounds 1 but failed to specify that
the offer did not begin until the following day. Both complaints were