NEWS: Contractors to sue over rap flyposter

Poster contractors are threatening legal action after falling victim to a flyposter campaign that carried the line: ‘What the fuck are you looking at?’

Poster contractors are threatening legal action after falling victim to

a flyposter campaign that carried the line: ‘What the fuck are you

looking at?’



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

O’Ferrall.



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.



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