Dairylea has removed its TV spot starring a dinosaur for Dairylea
Dunkers from daytime and early evening schedules, after the Independent
Television Commission received more than 100 complaints that the ad
frightened young children.
In view of Dairylea’s prompt action, the ITC decided not to uphold other
complaints that the ad portrayed too much violence and took a degrading
view of women.
In its latest advertising complaints report, the ITC said that the high
number of complaints - 115 - was probably because the cavewoman victim
was played by an actress rather than an animated character. In the spot,
she is caught by a dinosaur who dips her in cheese and then bites off
The ITC also criticised the J. Walter Thompson ad’s ’frightening’
Mobile phone advertising also came under fierce attack in the report,
which censured ads by WCRS for Orange; Bartle Bogle Hegarty for
One-2-One; BMP DDB for Vodafone and Bates Dorland for Woolworth.
The ITC said all the ads failed to state clearly that phonecards on
offer were time-limited. It felt that viewers would think the cards
worked in the same way as traditional phonecards and upheld complaints
against the ads. The One-2-One and Orange campaigns had completed their
runs but the other companies’ advertising was removed from air.
An Adidas spot by Leagas Delaney featuring a basketball player under
attack from demonic figures also drew complaints from viewers who felt
it might have a harmful effect on children.
The ad had been approved by the Broadcast Advertising Clearance Centre
for broadcast outside children’s programmes but a decision was made to
impose a 7.30pm watershed after the complaints, which the ITC upheld.