ASA Censures Fox For Offensive Mobile Marketing Campaign
The ASA has upheld complaints against Twentieth Century Fox for an offensive, intrusive and misleading mobile marketing campaign used to promote Minority Report.
The ad featured Tom Cruise breathing heavily and then screaming: “Where’s my Minority Report?” Do I even have one?” A voiceover then states: “Don’t miss out on your Minority Report, buy it now on DVD and video.”
The ASA received a number of complaints from recipients across the country who felt the ad was offensive, distressing and misleading. Some complainants also objected to the fact they had to pay to receive the ad from their text message inbox.
The advertisers argued that the method of advertising reflected the “futuristic, innovative and personalised” marketing methods shown in the film. They claimed that it was a one off and was only sent to those who had registered their contact details on a special website.
However, the ASA considered that not all consumers would be aware that they would receive such intrusive marketing, which could incur a cost, and advised the advertisers to make it clear to consumers that they would receive such messages.
The ASA also felt that the ad could cause recipients undue fear and distress because of its menacing nature. It suggested that future adverts should be checked with the copy advice team.
The ruling highlights a prickly issue for advertisers, about how mobile marketing can be used effectively and responsibly, without unnecessarily annoying consumers. The IPA recently addressed the unease over unsolicited mobile marketing in a new set of guidelines for the industry (see IPA Publishes New Guidelines On Mobile Marketing).
The guidelines recommend that advertisers should only send SMS ads to consumers who have specifically requested to receive them, suggesting that the target audience text a word as a clear confirmation of their desire to opt-in.
Earlier this year the ASA upheld complaints against Twentieth Century Fox for a spoof leafleting campaign for the film, Super Troopers, after complaints that the ads resembled parking-tickets (see ASA Raps Fox Over Guerrilla Marketing).
ASA: 020 7580 5555 www.asa.org.uk
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