ASA Dismisses Channel Five Poster Complaints

The ASA has dismissed complaints against a Channel Five poster for using bad language and being unsuitable for children.

The poster was advertising the film The Matrix and used the strapline: “Special is too small a word for effects like these. Fanbleedingtastic would be closer.” Complainants objected to the use of strong language in the ad, which they claimed to be offensive.

The advertisers argued that they had researched public attitudes towards bad language before using the word “fanbleedingtastic”, which they believed to be humorous. They claimed to have referred to the Broadcasting Standards Commission’s research into bad language, which did not cite “bleeding” within the top 28 swear words. On this basis argued that the word was on the “outer perimeters” of what could be deemed bad language.

They also insisted that younger children would not be able to read or comprehend the word and claimed that older children are regularly exposed to stronger language in the media. With this in mind they argued that the poster would not cause physical, mental or moral harm to children.

The ASA dismissed the assertion that children were subjected to worse language in the media as justification for the use of “fanbleedingtastic”, but acknowledged that it was not an offensive word. The complaints were not upheld.

Earlier this year the ASA upheld complaints against Pot Noodle’s “Slag Of All Snacks” ad on the grounds that the word “slag” was inappropriate and offensive (see ASA Criticises “Irresponsible” Pot Noodle Posters).

ASA: 020 7580 5555 www.asa.org.uk

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