ASA Tells Advertisers To Beware Of Children

Research conducted by the Advertising Standards Authority has shown that portraying children in a sexual fashion is the strongest advertising taboo.

In a list of the most sensitive advertising topics, ads featuring children were rated most risky, followed by those portraying violence and sexual degradation, which were also found to be potentially offensive.

Christopher Graham, director general of the Advertising Standards Authority, said: “Advertisers must heed the warnings that the UK public have given them. Whilst some of society’s attitudes have changed over the years, portraying children in sexual way is unacceptable and will not be tolerated in non-broadcast advertising. Advertisers must also take on board concerns about the images that can be seen by children, particularly on posters.”

Children were also the biggest concern in exposure to advertising, with 92% of respondents believing a cautious approach should be taken to poster advertising, as children are exposed to it. This concern was expressed in a number of complaints over a recent poster for Pot Noodle, which contained the slogan “hurt me you slag” (see ASA Criticises “Irresponsible” Pot Noodle Posters).

Violence and sexual degradation were also ranked as high-risk areas in a list of subjects that were likely to cause offence to consumers. This was highlighted by recent complaints to the ASA over Pot Noodle and Shark Energy Drink.

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

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