Sky Told To Move Ad Past Watershed

The ITC has reported that 48 viewers complained about an ad for Sky’s Movie Channels which featured people quoting famous lines from various films. One of these is Michael Caine’s immortal line from the Italian Job: “You were only supposed to blow the bloody doors off!”

A number of complainants objected in principle to the use of swearing in TV advertising whilst others were concerned about scheduling when children were likely to be watching.

The ITC did not uphold the complaints about the use of swearing in ads as it believed the use of a mild swear word would not be offensive to most people. It did, however, believe that the ad should not be shown during times when children may be watching and instructed the BACC to restrict the commercial to post-9pm.

ITC: 0171 255 3000