The BBC, soon to go head-to-head with ITV in the battle for late evening news audiences, has failed to halt a campaign by its rival boasting that 'nobody does news better'.
The Advertising Standards Authority this week threw out the corporation's complaint that ITV's claim was not backed by research and was untrue because BBC news programmes were ahead in the award stakes.
The row erupted over a national and regional press campaign produced by HHCL & Partners that suggested that ITV news had 'the top stories; the best reporters; the UK's favourite newscasters'.
ITV executives argued that their news offering was, among other things, unsurpassed in its objectivity, coverage of international events, and transmission of pictures from dangerous locations.
The ASA said it accepted that the BBC offered quality news and current affairs programmes but concluded that ITV's claims would be seen as an expression of opinion.
The ASA has also cleared the Imperial War Museum of trivialising the Holocaust in a campaign promoting an exhibition devoted to the atrocity.
Delaney Lund Knox Warren & Partners produced the posters, one of which showed the railway track leading to the Auschwitz concentration camp and carrying the caption: 'Come and see what man can achieve when he really puts his mind to it.'
However, the ASA has censured the film magazine Hotdog over an ad promoting an interview with Cameron Diaz that showed the actress with her hand inside her knickers and a caption that stated: 'The pleasure's all mine.'
The Guardian, which carried the ad on its front page, said the copy had not been checked for suitability as it was submitted late.
Meanwhile, Kimberly-Clark has been cleared of indecency over an ad for Andrex Moist Toilet Tissue that features a woman pulling down a man's pants and kissing his bottom.