Poster contractors are threatening legal action after falling victim to
a flyposter campaign that carried the line: ‘What the fuck are you
Seven central London sites were defaced by flyposters promoting a new
rap music record. The companies that own them have promised to track
down the culprits and take them to court.
The flyposters were pasted over within hours of their appearance at the
end of last week. But not in time to stop ten complaints to the
Advertising Standards Authority.
The ASA had earlier warned contractors that a record company might try
to use the copyline in a poster campaign. The following day, the
flyposters appeared on 48-sheet sites owned by Mills and Allen and More
Caroline Crawford, the ASA communications director, said the authority
had been tipped off by a caller asking what would happen if an
advertiser used the line for a flyposter campaign. ‘We advised the
caller to seek formal advice, but the person rang off without
identifying himself,’ she said. ‘These posters are guerrilla ads, which
haven’t been paid for and, as such, are outside our remit.’
M&A’s marketing director, David Pugh, commented: ‘If we can find out who
did this, we will take legal action. Some companies seem to think it’s
trendy to deface legitimate poster sites. But they’ll win no friends in
the marketing community by doing this when others are paying the full
price for their poster advertising.’
The incident comes at a particularly sensitive time for the poster
industry, which is being scrutinised following controversy over the
Gossard Glossies ads.
It also emerged this week that a Benetton poster depicting a black horse
mounting a white horse has been turned down by poster contractors.