Lobbyists protesting about a cinema ad calling for a ban on
handguns in the wake of the Dunblane massacre have been given short
shrift by advertising watchdogs.
The Advertising Standards Authority has thrown out 56 complaints that
the commercial, produced by Delaney Fletcher Bozell for the Gun Control
Network, exaggerated the dangers and was offensive to sports
The film features a handgun being loaded and fired repeatedly at a
human-shaped target before zooming in on the weapon. A voicover by Sean
Connery says: ’It is said that a total ban on handguns, including .22s,
would take away innocent pleasure from thousands of people. Is that more
or less pleasurable than watching your child grow up?’ The endline is:
’Remember Dunblane. Ban all handguns.’
The commercial provoked a campaign from gun enth-usiasts, which led to
an ad in the Shooting Times urging readers to protest about it. But the
ASA ruled that it was neither alarmist nor misleading.
The ASA has also declined to censure the Children’s Society’s press ad,
produced by Impact FCA to highlight the problem of child
It features an English beach scene and asks: ’Why travel six thousand
miles to have sex with children when you can do it in Britain?’ The ASA
ruled that, although the ad was controversial, its aim of preventing
child prostitution made it acceptable.
Meanwhile, Granada Ren- tals has been given the all-clear to run an
Abbott Mead Vickers BBDO press ad for computer equipment.