Bol.com Poster Ads Receive Most Complaints In 1999

The Advertising Standards Authority (ASA) 1999 annual report has shown that more complaints were relating to outdoor advertising than to any other medium. The number of resolved complaints for outdoor rose 32% during the year, with just six posters accounting for 40% of all poster complaints in 1999.

The highest number of complaints were for internet bookstore bol.com: 319 people complained about the ad, which pictured a naked man and woman sitting on a bed, reading books over each other’s shoulders. The complainants believed that the ad was pornographic, gratuitous and unsuitable for children. However, the ASA did not uphold the complaint.

Complaints were upheld against the third most complained-about ad from pay-TV channel Bravo. A hundred and twp people complained about the posters, which lifted quotes directly from the Howard Stern TV chat show. Bravo argued that the quotes, including “An ugly man with no money might as well cut off his own penis”, accurately represented the content of the show. The ASA, however, decided that the quotes were likely to cause serious or widespread offence.

The Association established a new internet tagging service last year, in an attempt to keep tabs on the few advertisers identified as repeat offenders.

ASA: 020 7580 5555