ITC Pulls The Plug On Daytime Fire Safety Ads

The ITC has ruled that the Government’s latest fire safety TV ad campaign cannot be shown before 7.30pm, as the images it contains “terrify” children.

The Government ad, which urges viewers to plan an escape route in the event of a fire, depicts children cowering in their smoke filled bedroom as an elderly lady stands trapped between her locked front door and smoke filled house.

The ITC received a total of seven complaints about the ad, which were mostly concerned with the effect it would have on children. A spokesperson for the ITC commented: “The complaints against the ad were very strong, with parents complaining their children couldn’t sleep after watching it. One complainant claimed the ad had led to her child wetting the bed. The realistic nature of the ad clearly left children feeling distressed.”

Public safety adverts have traditionally trodden a fine line with regulations. The subject matter of these ads is often hard hitting and the shock-factor is increasingly used by advertisers wishing to get their message across in the crowded media marketplace. Indeed public sector and charity ads have often courted controversy and critical acclaim in equal measures.

An ITC spokesperson added: “With public safety ads a balance needs to made as often the subject matter of the campaign is hard hitting. Regardless of how much we agree with the aims of the campaign we must put the viewers’ welfare first.”

ITC: 0207 306 7743 www.itc.org.uk

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