TV watchdog to curb scary ads

Television advertising’s watchdog body is considering tightening up its vetting of ads which could scare children - and imposing a later watershed for controversial campaigns.

Television advertising’s watchdog body is considering tightening up

its vetting of ads which could scare children - and imposing a later

watershed for controversial campaigns.



The Broadcast Advertising Clearance Centre (BACC) review comes after the

Independent Television Commission last week upheld 241 complaints

against the new Citroen Saxo VST work by Euro RSCG Wnek Gosper.



The ad shows actor Bryan Brown in the car and at the end his face

’morphs’ into the devil’s.



The ITC ruled that the ad’s content was likely to upset children and had

been shown before 7.30pm, which was too early.



A spokesman for Citroen confirmed that the ad has since been adapted and

scheduled for later broadcast. He added that the number of complaints

was ’not high if you consider it was watched by millions of people’.



The BACC’s director, Uisdean Maclean, admitted that the impact of the

campaign had been misjudged.



’Perhaps we were rather generous to the agency, but in light of this

case we have taken note and will take action and use the experience of

the case in guiding future decisions.’



In the past, other ads have been cleared for broadcast only after

7.30pm, although more may now be asked to take a later slot, after

9pm.



The latest ITC report also criticises a Rover ad showing a hostage being

welcomed ’home’ in a Rover 600. The ITC received 134 complaints about

the ad, which was pulled last month by the car company after adverse

publicity.