ASA Dismisses Complaints Against Observer Drug Ad

The ASA has dismissed complaints against a national press ad for The Observer Food Monthly magazine, which featured a bottle of diazepam on a spice rack.

Complainants objected to the ad, which carried the strapline ‘The Food and Sex Special’, on the grounds that it was offensive to those who have suffered from depression. They also felt it was inappropriate because it appeared to suggest that diazepam could be safely used in cooking.

The advertisers asserted that the campaign their agency had submitted for publication contained the wrong strapline and should have read: “Are Celebrity Chefs Under Too Much Pressure?”

The Guardian also argued that its highly educated and literate readers would understand the nature of the ad and insisted it had only received one complaint.

The ASA considered that the readers of The Guardian would be aware that diazepam was a prescribed drug for medical conditions only and would be unlikely to mistake it for a cooking ingredient. The Authority concluded the ad was not irresponsible and dismissed the complaints.

The ASA recently refused to censure a series of national press ads for Ryanair featuring Sadam Hussein, despite complaints they were offensive and trivialised the Gulf war (see ASA Clears Ryanair’s Controversial Saddam Ads).

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

Recent Related Stories from NewsLine BBC Satellite Service Will Transform Digital Broadcasting Government Unclear On Uses For Analogue TV Spectrum Competition Commission Delays Verdict On ITV Merger

Subscribers can access ten years of NewsLine articles by clicking the Search button to the left