Parody too far for Goldie Lookin' Chain as aerosol-sniffing rapper deemed a bad influence

LONDON - Welsh novelty hip-hop band Goldie Lookin' Chain are officially reckless after an ad for their optimistically titled first album, 'Greatest Hits', was pulled by the advertising watchdog for depicting one of the comedy rappers sniffing an aerosol can.

The group, who are signed to Atlantic Records, broke out of Newport with singles including 'Your Mother's Got a Penis' and 'Guns Don't Kill People, Rappers Do'.

However, the ad in Viz comic promoting their debut album fell foul of a person who complained to the Advertising Standards Authority that it might make getting high on aerosol cans appeal to young people.

The ad shows the group standing next to a graffiti-covered concrete flyover with one of them about to spray his can at the photographer and another wedging his up his nose.

According to Dennis Publishing, publisher of Viz, the magazine's average reader is male and 32 years old, not impressionable and unlikely to see Goldie Lookin' Chain as role models.

The ASA upheld the complaint because the magazine it appeared in might be read by young people, despite the notice on Viz's cover reading "Not for sale to children".

The authority said it noted Goldie Lookin' Chain parodied youth culture, but considered that, in the context of an ad for a product that was likely to appeal to young people, the depiction of a man sniffing an aerosol can was irresponsible, because it could be seen to condone an unsafe practice. It told the advertisers not to repeat the advertisement.

Atlantic Records apologised and agreed not to use the ad again.

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