ASA Turns Up Its Nose At VH1

The ASA has condemned VH1 as “irresponsible” following complaints that an ad for the music channel condoned illegal drug taking.

Viewers complained that the poster ad, which stated “VH1 music TV that’s not for kids” and featured a rolled up banknote seemingly covered in white powder, was offensive and irresponsible as it made obvious allusions to cocaine.

VH1 admitted that the add was “risqué” and explained that the poster summarised the sex drugs and rock and roll cliché, which symbolised “excessive and wild behaviour.” The music channel conceded that the ad made a vague allusion to cocaine but argued that it was not offensive and did not condone drug taking.

The advertisers said that the poster had been created using a Warhol-esque printing style and claimed that what looked like a white substance on the end of the banknote had been created accidentally during printing. They maintained that readers would understand that the poster did not imply that cocaine was socially acceptable, but insisted that: “To ignore its existence was against the essence of rock.”

The ASA disagreed, concluding that the poster “obviously alluded to drug taking” and thereby condoned it. The authority noted that the advertisers had ignored the views of the Copy Advice team, which believed the ad was irresponsible and ruled that the poster was likely to cause serious offence. The ASA upheld the complaints and warned VH1 not to use the image again.

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

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