Posts Tagged ‘asa’

Scary business for new feature film…

Thursday, March 15th, 2012

Paranormal Activity 3 Ads Banned - Marketing Communications

Paranormal Activity 3 Ads Banned

The new feature film Paranormal Activity 3, rated ‘R’ for some violence, language, brief sexuality and drug use, has been banned from broadcast before 9pm by the ASA after receiving complaints that parents and the children watching were caused distress.  According to Marketing Week the campaign included a series of three TV ads for the third installment of this blockbuster; each 10-second ad featured quick changing scenes shot in the style of video and surveillance camera footage from the film.  Given the explicit scenes of violence and abuse you would have thought that Clearcast would have been reluctant to clear the program for the 7.30pm showing as opposed to 9pm, apparently not! Who are Clearcast anyway…?

 

In compliance with the BCAP TV Advertising Standards Code, and according to the company’s website, Clearcast are owned by the UK’s largest TV Broadcasters and it is their mission to ‘…make it easier to get ads on air…’ I think the mission says it all really!  This poses the question as to whether companies like Clearcast should be held accountable.

Hilariously Paramount Pictures said that the short duration of the spots “alleviated” the potential for harm or offence because they did not maintain a level of sustained threat and tension to leave a lasting impression on the average consumer. – So basically as long as the feature clip is short then viewers cannot be affected in a negative way.

Thank you to the Advertising Standards Authority, who said although the ads were brief, the general tone was of fear and the way the spots were shot.  It makes you wonder what would happen if governing bodies such as the ASA did not exist…?

 

Sexy lingerie Advert ban from M&S…!

Thursday, December 1st, 2011

M & S Lingerie Advert Banned by ASA

M & S Lingerie Advert Banned by ASA

Marketing Week reported a recent advert promoting the M&S lingerie line had been banned following complaints that the advert, featuring a woman wearing lingerie and stockings kneeling on a bed in a somewhat provocative position, was ‘overtly sexual’ and was likely to be seen by children.  Is this taking David Cameron’s initiative to hammer down on sexual imagery being used in adverts where it may be deemed inappropriate, and let’s face it all too common?

Interestingly the ASA only received 15 complaints.  This was probably not a high percentage of the overall viewers. This is a positive sign in that the government are taking a stricter, and more rigorous approach to deterring brands from featuring material that could be deemed inappropriate for viewers, in this case children!  It is apparent that the public, and in turn the government, are becoming more cautious about what children are exposed to, knowing that as media grows, and information is made more accessible, the more likely it is that children will be exposed to inappropriate material at some point.

It is therefore the responsibility of brands to ensure that they act responsibly when promoting new products and consider the implications of their actions, not only where children are concerned. There is a high volume of adverts that are being withdrawn from TV and publically ridiculed through the news but will this deter the likes of M&S and Lynx who suffered an ad ban two weeks ago?  There are many instances where brands are being pulled up, the ASA recently banned a perfume advert featuring teenage actress Dakota Fanning, saying it could be seen to sexualize a child.  Will this recent splurge of bans make retailers more cautious in their advertising? Hopefully!

We would like to hear your thoughts…

The ASA forced to hire more staff as complaints rise…

Thursday, October 13th, 2011

ASA and L'Oreal Complaints - Marketing CommunicationsThe ASA (Advertising Standards Agency) are taking a more pragmatic, preventative approach to governing advertising in sectors such as the cosmetics industry.  This is a result of the increase in complaints with regards to misleading campaigns.  The amazing picture of Julia Roberts says it all really; the Hollywood star is renowned for her style and beauty…So why does Lancôme feel the need to make her look 21?

According to Marketing Week, adverts in L’Oreal’s campaigns use enhanced images of models such as Christy Turlington and have had to be withdrawn.  This industry is producing more airbrushed advertisements to launch their new products when actually they should be focusing on health issues and making men and women alike feel good about themselves, no matter what their age.  Well done to the ASA for pushing this initiative to make companies fully aware of the social responsibilities they have and how they should ensure these are fulfilled in their marketing.

The ASA are obviously addressing this issue for many reasons, and one that we suspect is at the top of the list is to reduce the rapid increase in complaints that are coming through.  The ASA have recently stressed the importance of controlling these complaints and believe this to be a result of the increase in companies investing more in online advertising.

This takes us back to the book chapter on advertising, whereby the authors explore an interesting investigation involving false advertising against Swiftcover.com (see page 486 for full case study).   Perhaps this really will prevent companies, particularly in the beauty industry, from causing uproar and encourage more CRM…yeah, one day maybe!