Ofcom Not Offended By Golden Wonder’s Nik Naks
Media super-regulator Ofcom has rejected the complaints of almost 50 viewers who claimed that a controversial television commercial for Golden Wonder’s Nik Naks was offensive and unsuitable for children.
The 30-second spot, which parodied a scene from Alien, saw a giant Nik Nak burst from a man’s stomach accompanied by a voiceover encouraging viewers to ‘Eat the freak’. A total of 46 complaints were received by Ofcom, although only three reported that children had been upset by the commercial.
A further three complainants were concerned that the advert was referring to physical deformity and were concerned about the effect it may have on the disabled or those with a disability. Ofcom said that very few complainants had recognised the advertisement as a humorous parody.
The regulator dismissed the complaints on the grounds that the advert had been screened after 7.30pm following advice from the Broadcast Advertising Clearance Centre. As as a result, Ofcom ruled that it was unlikely to upset younger viewers or cause widespread offence.
The regulator noted that the advert’s humour may not have appealed to some viewers, especially if they had not recognised it as a parody of the Alien film. However, it concluded that the closing voiceover was relevant and specific to what had preceded it and was therefore not likely to upset or harm either disabled viewers or those with a deformity.
Advertisers are increasingly using shock tactics and narrowly skirting controversy to hammer home their campaign messages. Last year a controversial advert for Wrigley’s X-cite chewing gum, which featured a man regurgitating a dog, was taken off air following a record 660 complaints to the ITC in its first ten days on air, with outraged parents claiming it had distressed their children (see Dog Breath Ad Ditched As Complaints Rise).
Ofcom: 020 7981 3040 www.ofcom.org.uk
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