ASA Forces Channel 4 To Ditch Six Feet Under Ads

The ASA has ordered Channel 4 to withdraw a series of ads for the second series of Six Feet Under, after ruling they were likely to cause serious offence.

The watchdog received nine complaints about the posters, which featured two corpses and appeared to advertise embalming fluid. One depicted a man’s naked torso and face, while the other featured a woman’s face with opaque eyes and the name Fisher & Sons Funeral Home.

Nine Complainants objected to the ads on the grounds that they were offensive and should not be displayed on billboards.

Channel 4 argued that the ads, designed to promote the unusual portrayal of death in Six Feet Under, were a thought provoking comment on mortality and consumerism relevant to the editorial values of the show.

The broadcaster claimed that the fantastical notion of advertising embalming fluid made it obvious that the ads were a parody. It also argued that complainants were objecting to the idea of death per se, instead of the imagery used in the posters.

However, the ASA considered that people unfamiliar with the television show would not understand the reference to Fisher & Sons Funeral Home and would be offended by what appeared to be corpses advertising funeral products.

It concluded that the posters were likely to cause widespread or serious offence and ruled that they were unsuitable for display.

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

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