ASA Brushes Off Complaints Against Mini Cheddars
The Advertising Standards Authority has refused to censure a poster for McVitie’s Mini Cheddar biscuits that featured a nun dressed in a PVC costume, despite wide-spread complaints that it was tasteless and offensive.
The poster, which featured the provocative headline ‘Sister or Stripper’, also drew criticism from those who felt that it ridiculed the Christian faith and from a number of concerned parents who believed it was unsuitable to be seen by children.
McVitie’s said that it regretted any offensive caused by the poster, but pointed out that the subject matter was intended to be light-hearted and humorous. It claimed the ad was aimed at 25 to 44 year-old women and had not been placed anywhere where it would directly target children.
The company also stressed that it had carried out research before launching that campaign which showed that most consumers did not find the poster tasteless or offensive. However, it emphasised that it had no plans to use the ad again in the near future.
The ASA reminded McVitie’s that it had been advised by industry experts not to publish the poster because might cause offence on religious grounds. However, it concluded that the campaign was likely to have been seen as light-hearted and dismissed the complaints.
Meanwhile, BSkyB also had a run in with the advertising watchdog after a regional press ad for its Sky Plus personal video recorder attracted complaints from consumers. The ad offered installation of the Sky Plus equipment for just £5, but complainants claimed that it misleadingly implied the equipment itself was free.
The ASA noted that the small print in the ad made it clear that a Sky Plus box would have to be bought for £200 and ruled that that it did not imply the personal video recording equipment was being given way for free. It cleared Sky of all complaints.
ASA: 020 7580 555 www.asa.org.uk
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