ASA Asks Marketers To Keep The Faith

In a new help note for advertisers, the ASA has warned marketers against offending religious sensitivities, especially when advertising in untargeted media.

The Committee of Advertising Practice (CAP) outlines the challenges a diverse society poses to marketers who wish to avoid offending the public but who may be unaware of what causes particular hurt to people of different backgrounds.

The help note recognises that Christianity is a public and established faith in the UK, with its symbols, language and customs largely integrated into mainstream culture. However, it warns that some aspects of religion are so sacred to believers that it is rarely going to be acceptable to use them in marketing without causing serious offence.

In particular, the note urges advertisers to avoid irreverent depiction of sacred figures, symbols, texts and places and links between religion and sex or nudity. It also advises against using religion to advertise inappropriate products.

Commenting on the new help note, Christopher Graham, director general of the ASA, emphasised the importance of respecting religious sensitivities: “These guidelines are about prevention rather than cure. The ASA is not in the business of trying to censor future advertising but rather we aim to ensure that the potential for hurt and offence is minimised. By taking some simple steps, such as making sure that controversial posters don’t appear close to places of worship, marketers can go a long way to avoid causing serious offence.”

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

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